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A controversial practice on the Internet is "Spamming." Researchers who conduct surveys by e-mail must be sensitive to the concerns
of many Internet users, and take steps to reassure respondents that they are not engaging in this practice. SPAM is an acronym which in plain English refers to the equivalent of electronic "junk mail," sending
an unsolicited, duplicate message to large numbers of e-mail accounts.For years, many seasoned Internet users have resisted SPAM messages. Reactions to receiving electronic sales pitches have ranged from mild rebukes
by e-mail to vigilante hacker attacks. There are many reasons for dislike of SPAM, including concerns about privacy and resistance to commercializing the Internet. A very practical reason for resisting SPAM has to do
with economics. Unlike the commercial bulk mail delivered by the U.S. Postal Service and telemarketing pitches, e-mail is virtually free. Economics forces direct marketers who use conventional methods to be selective
about how many and to whom they contact. E-mail, by contrast, has the potential of spiraling out of control as more e-mail addresses find their way onto commercial lists. Some marketers who rely on SPAM send only to
individuals who have given their previous permission. Further, many of these marketers allow recipients to have their names removed from their lists. Unfortunately, some unscrupulous users of SPAM will not even acce
replies to the originating addresses. Researchers who rely on e-mail surveys need to understand the sensitivities to SPAM.
They must recognize that not all consumers understand that we rely on small, systematic samples. They do not know of our stringent professional standards for confidentiality (and who knows if the person sending a message is really one of us?). And, not all people share the belief of researchers that surveys are "holier" than sales pitches. Users of e-mail surveys need to re-think some traditional paradigms about research to make e-mail surveys work:
- Reveal who you are, who your sponsor is, and how you got the name of the recipient.
The Internet has a culture of openness which clashes with traditional survey practices of sponsor confidentiality. Old-line researchers need to ask, for the first time, whether it really biases the results of the particular study if the sponsor is known, or if it really matters if the competition learns about the survey. If there are serious concerns (say, this is a "top secret" new product), the researcher should consider an alternative to e-mail surveys.
- Consumers should be given advance notification of a survey so they do not perceive that the sender is jamming up their resources.
The pre-notification and the survey should allow the option of removal from the list.
- Researchers should avoid seeking out a commercially available sample of e-mail addresses (as one might do for a telephone or mail survey.)
E-mail surveys are best suited for a private list available to the sponsor, such as customers, employees, distributors, association members, or people who have filled out the guest book at their Web site. If there is a need for a "representative" sample, the researcher should consider a sample balanced panel with e-mail addresses.
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