FEBRUARY 18, 2014

Choosing an On-line Survey Tool

Once you have established that your information needs could be filled by an on-line survey, how do you choose what system to use? We offer insight in the Canadian context.

While we fully believe in the capabilities of CallWeb, our on-line data collection system, we endeavour to compare CallWeb to four alternatives to gauge each system's strengths and weaknesses. The alternatives were selected for their current popularity.

Google Survey

• Maximum 10 questions: does not allow for in-depth questioning.
• Participant selection and screening can be done by Google: the user can select criteria or ask for "a representative sample of their country's population" (unclear whether other selection mechanisms can be used).
• User friendly: can be programmed by the user.
• Data security: Google servers are located world-wide, thus including in the United States, and therefore are subject to the Patriot Act.
• Mobile access for Android users is done through an app, Google Opinion Rewards.
• Our take: it works and it is cheap but the user has extremely limited control over the process and no guarantee of confidentiality.

SurveyMonkey

• The free version offers 10 questions and 100 responses per survey, so the length and scope of the surveying activity is limited. The pro versions offer unlimited questions.
• Skip logic patterns are not enabled in the free version.
• User friendly: can be programmed by the user.
• Data security: SurveyMonkey servers are located in the United States, and therefore are subject to the Patriot Act.
• In the US, SurveyMonkey has its own pre-recruted panel (SurveyMonkey Audience), but the service is not available in Canada.
• Our take: it works and it is cheap but the software features are limited and the branding is questionable.

FluidSurveys

• The free version offers a maximum of 20 questions per surveys, with unlimited surveys, so the length and scope of the surveying is limited, but less so than with other systems.
• Some skip patterns are enabled in the free version (such as the ability to invalidate answers, for instance), but they are very limited.
• User friendly: can be programmed by the user.
• Smartphone users can use Fluidsurveys's app for Apple and Android devices to collect data.
• Data security: FluidSurveys servers are located in Canada, so they are not subject to the Patriot Act.
• Our take: while it is less limiting than other cheap or free options, customization possibilities (especially in terms of skip patterns) are still minimal.

SurveyGizmo

• The free version offers unlimited questions and up to 350 responses per month, so while it does not present limitations regarding the length of the survey like its competitors, the number of responses is limited.
• The free version offers only 8 basic question types, but 28 question types are included with the basic paid ($19/month) version.
• Skip logic patterns are not enabled in the free version.
• Reporting is very limited with the free version.
• User friendly: can be programmed by the user, but survey building services are also available for a fee.
• Data security: SurveyGizmo servers are located in the United States, and therefore are subject to the Patriot Act.
• Our take: it works and it is cheap but the user has extremely limited control over the process and no guarantee of confidentiality.

CallWeb

• Pricing is done by project or by license.
• Programming is typically contracted out; self-programming requires training.
• The numbers of questions and of respondents are not limited by the system.
• Skip logic and calculation mechanisms are unlimited.
• The branding of the questionnaires is chosen by the user.
• Surveys are viewable on smartphones and tablets, but no app is available.
• Data security: CallWeb servers are located in Canada, so they are not subject to the Patriot Act. Data are backed up twice daily – more often if needed.
• Our take: it will be no surprise that we prefer our own software solution for any survey of substance.

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