Before sending me the note telling me just how wrong I am, record the following:

As I figure it, there are four different kinds of security as it applies to online surveys. The first kind of security is what we’ll refer to here as back-end security. This basically means that strangers can’t simply log into the survey software server and start making changes to your survey, or download your data, or do all sorts of other things which really ought to be protected by a good password. Most survey systems do a pretty good job with this, assigning separate accounts, usernames, and passwords to each survey respondent. Some even take it to the next level, by allowing account administrators to set different permission levels for each user on the account, thereby ensuring that people who are meant to have access to your survey can’t “accidentally” go and make changes.

The second kind of survey security is where only authorized people are allowed to take your survey. Some implement this feature by giving you one respondent password that you can share will all of your respondents, or some systems even allow you to give every respondent their own password (or access key) which not only keeps out the riff raff, but also makes sure that each respondent can take the survey only once. This type of security not only ensure that only the “right” people take your survey, but also that the wrong people can’t get access to the content of the survey.

I’ve seen this kind of survey software security implemented well, but I’ve also seen it implemented poorly. Some systems, instead of assigning each survey an ID made up of a random collection of letters and numbers, use a sequential, easy to guess series. Which means that it really isn’t all that hard to view (and possibly edit!) surveys written by other clients of the survey system. So watch out for that.

The third kind of security about the connection between the respondent’s computer and the survey software server. Is it secure (look for the https: in the URL). Frankly, unless you’re doing super secret stuff and your concerned that hackers and government agents are trying to listen in on your respondents, I’m not sure it is something you need to worry too much about. But if you are afraid of industrial espionage or that someone is going to tap into your wireless signal, then you may want to take the precaution of choosing a system that allows for encrypted connections.

It’s easy enough for a well thought out survey software program to provide good security surrounding these first three measures. Where they get into trouble — and where you get into trouble if you believe them — is when they start to protect your survey content.

The fourth kind of survey software security is content protection, which basically means keeping your untrustworthy respondents from copying the top secret images and product descriptions that you include in your survey onto public web sites or your competitor’s email account.

I know, I know…there are survey systems that feature technologies that make it harder to copy images or capture video. This can be done using javascript, or by doing some crazy encryption to the feed. One could even go so far as taking over the computer so that nothing else works except the survey.

But I have a camera. And I have a video camera. And if you don’t completely lock down my computer, I have some really good screen capture software that lets me capture both audio, images and pictures. If I want to capture your survey content, believe you me, I will capture your survey content.

And then I can do pretty much anything I want with it, can’t I? No doubt 600-1000 people took that confidential survey of yours, and how are you going to know which one of them posted it to the anonymous message posting board using an anonymous IP address?

I suppose it is theoreticaly possible to embed a visual identifier into each image (a watermark of sorts) so you can trace the image back to whoever posted it online, but I’ve never heard of technologies built into survey software (if it does exist please let me know — I’ll report it here!).

There are also ways you can reduce the risk. You can, for example, use a pre-screened panel made up of people you trust. Employees, for example. Another approach is to threaten your respondents with legal action (although most will figure out pretty quickly that you have no way of identifying them). You could also threaten to stop doing online surveys if they leak your secret.

But the best way to ensure that your super secret new business idea doesn’t leak out onto the Internet is not to do online research (there, I said it). If your entire business model is based around keeping something confidential, do not put it in an online environment in front of strangers. Period. And don’t trust any research firm that says they have a foolproof method of keeping your images, video and other content safe. If they do, just pull out your camera or video camera and press record.

Qualtrics: (internet survey software) has a fantastic variety of question types with a really easy to use survey development system. Also features advanced survey branching capabilities including looping, random blocks of questions and more.

SurveyGizmo: (internet survey software) Also extremely easy to use survey package with a lot of features. Probably the most “Web 2.0″ survey system out their. Friendly, irreverant, with plenty of features for both the advanced user who wants to control every element of the survey experience and the analyst who just wants to get the project done. Has good e-mail invite capabilities, basic analysis tools. Plus, the free account has more features than any other “free” accounts I’ve seen.

SurveyZ: (internet survey software) This is the “light” version of Qualtrics, great for academic surveys. The survey development system isn’t anywhere near as pretty as the Qualtrics engine, but it offers a lot of advanced capabilities and question types. If you’re not doing a ton of surveys and you don’t want to spend a crazy amount of money, take a look at this package.

Digivey Survey Suite: (kiosk survey software) If you’re looking to do a survey in your store on a computer or kiosk, this software is absolutely for you. It is super easy to program, allows you to create really great looking surveys, and is fairly indestructable in the field (that is, respondents have a hard time breaking it). Great company too willing to work with you to make sure you have what you need. I’ve been a customer for quite a while now.

Techneos Entryware Software: (handheld survey software) If you’re trying to do surveys on handhelds, then I absolutely have to recommend Techneos Survey Software. I’ll admit I don’t love their pricing model, but I’m stuck because no handheld based survey platform offers as many features and is as easy to use — and as customizable — as the Techneos Entryware platform. I’ve been a customer of this group for over 5 years.

Detailed reviews of all these packages can be found on this site, including everything I liked and didn’t like about each of them. Many more reviews are coming shortly. Thanks for reading!

Let’s start at the beginning: the survey design interface. Beginning a new survey is as easy as selecting “Create Survey” from the main screen. You can either start with a blank survey, use one of the nine templates that are available (not a very big selection actually…and they’re pretty simple too), or you can copy one of your existing surveys (SurveyGizmo allows you to create an unlimited number of surveys, even if you’re using the free account).

SurveyGizmo’s survey development environment is clean, easy to navigate, and doesn’t require any training or instruction. For example, consider the blank questionnaire I’ve started above — the page even includes a green arrow telling me exactly what I need to click in order to add my first question. The entire interface is like that.

SurveyGizmo has a number of question types — and as far as I can tell new ones are regularly added. It of course includes all of the traditional questions such as single choice radio buttons, multi-choice checkboxes, drop down menus, text boxes and essays,but it also includes some really fancy question types that I’ve never seen anywhere else. For example, SurveyGizmo offers a star ranking table question (see below) that makes it easy and fun for respondents to rate items. It offers image-based single selection question (and makes them easy to implement). It allows for tables/matrixes of radio buttons, drop down menus and checkboxes and also supports a fairly friendly continuous sum and ranking question. SurveyGizmo also supports custom matrixes (table questions that allow for multiple question types in each row) and custom question “groups”, as well as file uploads — but these three features are only available to paying customers.

SurveyGizmo gives you a number of “advanced” option for each question type without making the process intimidating — thereby ensuring that you’ll have an easy time creating your survey but still have the ability to make it do exactly what you want. For example, I created a simple single-selection radio button question with three options. After I finished entering the basic question, I could then easily change the type of answers (checkbox, radio button or dropdown menus); change the orientation of the answers; set a default value; change the number of columns; randomize the options; indicate whether I wanted the question randomized on the page; hide the question based on criteria; number or not number the question; etc. I could also add a custom CSS class name. That’s a lot of options!

For text questions, validation is available to ensure that the responses fits a certain criteria. It is extremely flexible, and is based on regular expressions (or you can choose an option from the drop down list). It is very easy at any point to mark a question as required or not required. If you indicate that a question is a date, it will pull up a calendar when the respondent clicks on it — if you indicate that the field is an e-mail address, the system will do validate that the e-mail address is valid — not just by checking the format, but by contacting the respondent’s e-mail server to make sure it exists. Numeric fields can be automatically formatted as percentages, currency, or whole numbers (it won’t let the respondent enter decimals).

SurveyGizmo’s development environment is entirely AJAX based, which means that when you click a button or make a change you don’t have to wait for a postback — the change takes place immediately. Not a lot of survey packages offer this and it will greatly speed up your survey programming. Surveys can be previewed at any time.

It is very easy to add images or multimedia to your survey — however, only paid accounts are allowed to upload media for storage on the server, so if you’re using the free account you’re going to have to store your images on an account on a different system. Hard to complain though since it’s free…

SurveyGizmo allows branching, skipping and piping. Skipping can either be managed through a simple drop down box (show this question when some other question equals some value) or using advanced rules which have to be manually entered. Piping can be used to add responses to other questions to either the question text or the response area.

In addition to questions, SurveyGizmo allows for “Actions” to be inserted between questions. Some of these actions are about as advanced as any I’ve ever seen in a survey software package and allow you to do random branching, send mobile messages, allow for subscribers to log in, retrieve web content and send e-mails. Most of the actions are available only in the “Pro” version and the “Enterprise” version, but I think it is fair to say that many of the features available in SurveyGizmo aren’t even available in many of the paid packages I’ve tried.

SurveyGizmo allows you to choose from around 20 different “themes” which let you control the color scheme and the general look and feel of your survey. You can have your questions appear in whatever font you choose, and you can add your logo to the top — even for the free surveys. If that’s not enough customization for you, SurveyGizmo gives you direct access to the survey page’s underlying HTML template and the CSS file used to control how your page looks. Most survey packages make it difficult to get this level of control…

If you sign up for an account, you also get access to response quotas, auto-close on date, vote protection (de-duping), forward-only surveys, URL variable patterns, and IP-based geotracking. With the Enterprise version you can also eliminate the “powered by” icon that appears on the page.

Launching your survey is very easy and the system lets you go back and edit it at any time. Every survey has it’s own custom URL, and you have the option of creating your own custom survey URL as well. Surveys can easily be embedded into your web site and all of the code is provided for you. Special code is provided so that you can embed the entire first page of your survey into a MySpace page, an e-mail blast, or just into a page on your web site.

SurveyGizmo will send out survey invitations for Personal, Por and Enterpise accounts (not for free accounts). Upload a list, and the software makes it fairly easy to track who has taken your survey. You can also send out followup invitations.

Data can be exported in either text format or as a CSV file (no SPSS option except in the Enterprise version). One neat feature is that all data is saved on their server until you delete it (not automatically deleted after a certain period). SurveyGizmo offers an external database sync which allows you to send/receive information to outside websites and databases.

Reporting is extremely flexible — you can create multiple reports for each survey including charts, graphs and crosstabs. All account types can filter reports by date range, although only paid accounts can filder data by responses.

SurveyGizmo Pro and Enterprise allow for multiple user accounts (5 accounts for Pro, 20 accounts for Enterprise). Permissions can be user based, and team-based permissions (where groups of users can be partitioned) is also available. Surveys can also be secured to ensure privacy, although media (such as videos and pictures) cannot be secured using the software.

SurveyGizmo offers a variety of tutorials (some of them as videos) on how to use the software, ranging from how to create a new survey to personalizing your survey to details on some of the more unique advanced features. In addition, SurveyGizmo has a very active support forum with over 2000 posts one of which is dedicated to new feature requests.

SurveyGizmo is available is four flavors: “Free,” which gives you access to all of the basic features, the ability to create an unlimited number of surveys but only allows you to collect 250 responses a month; “Personal” which costs $19 and offers 1,000 responses a month plus some of the more advanced features; “Pro” which comes iwth 5,000 responses a month and “Enterprise” which comes with up to 50,000 responses a month (that’s a lot of responses).

I really like SurveyGizmo. I like the clean interface, the variety of features and the fact that it appears that they are constantly updating it with new capabilities. I can say with a great deal of confidence that I will be using this survey package for my own future projects and may even consider the enterprise version for larger applications. Certainly, if you’re doing a simple project for school or for your internal organization, I would recommend the free version of SurveyGizmo over either SurveyMonkey or any of the other free applications out there.

• SurveyGizmo

For those who don’t know, Confirmit is one of the most prominent online survey software packages. It is used by a number of market research agencies and allows for pretty complicated, interesting surveys. Frankly, I would probably use Confirmit if I could except for the fact that the price tag is higher than I want/need/can afford to spend.

Points to Confirmit for making part of their new release about improving the user experience: some of the new features include a new hierarchy selector (which could be used, say, to let you pick a state and then narrow it down to the city); a new slider for entering numbers (not the first time such a feature has been implemented in a survey software package both GMI and Vovici offer sliders too) which could be fun for scale-type questions; a card sort feature, which allows the respondent to drag and drop responses into different piles. Two improvements I especially like are the "highlight required grid input field" which can be used to show the user precisely which answer they forgot to fill in and the AJAX dynamic content, which makes it possible for other questions to appear or disappear on the page depending on the results of other questions on the same page (without a page refresh).

Confirmit 12 also allows for different images to appear in answers depending on the state of the response. Simply put, this means that you can have one image shown when the answer is not selected (such as an empty check box) and replace it with a different image when the image is selected (such as a checked check box).

Confirmit 12 has new security features as well, although to my untrained eye they don’t seem all that exciting. That is, they’re not so much about protecting the data as much as they are about encrypting the information that is shown to the respondent (so they can’t figure out your secret methodologies). Confirmit 12 does make it possible to set an option that requires the survey to be conducted over a secure, encrypted connection.

Confirmit adds new survey development features, including additional information within the context of the project overview, the ability to increase the size of text box text, and an easier to use URL setup page. The scripting editor also includes a code completion feature similar to what you might find in Visual Studio or Flash. This feature makes it easier to write code by suggesting functions, methods, and properties that are context appropriate.

On the back-end, Confirmit 12 includes a new data processing engine which adds new data import features, data cleaning, recoding and merging features, and new data exports.

Confirmit Express, the simpler version of the survey system, also includes a variety of new features such as a new user administration interface, MS Word export and the ability to quickly and easily test surveys.

For a full list of new features, see the Confirmit web site.

• Confirmit 12 new feature list
• Confirmit 12 web site

1. You need to select some a survey system. This part is fairly easy to come by as there are all sorts of options out there to choose from. If you don’t expect to do a lot of surveying then you are probably OK to use a fairly low cost option. If you’re doing it for a real life professional business I would be careful not to do it on a free system that doesn’t let you remove their branding (there is nothing more tacky then having your survey end on the surveymonkey signup page – your survey should end on your home page or something similar). If you’re going to show images, make sure that you choose a system that makes it easy for you to upload and insert images – don’t choose a system that makes you upload the images to your own web server since that will make things too complicated (especially if you don’t have a web site).

2. You need respondents. This is often the most tough part of conducting a survey online – you need to find people, preferably customers, to take your survey. If you have a web site you can definitely solicit your web site visitors to take your survey, keeping in mind that you don’t want to do anything that will stop them from making purchases. One option is to invite past customers to take your survey – hopefully you have plenty of e-mail address from past customers, and a carefully worded, friendly e-mail to them may get enough of them to take your survey – especially if you make it clear to them that you’ll be using their feedback in the development of your new products. If you don’t have any e-mail addresses and you want to get your feedback from a group of non-customers, then what you may want to do is rent an outside survey panel. You’ll pay upwards of $5 or more per response, but if the feedback is important enough, it may be worth it to you.

3. You need to offer an incentive. There are probably many people who will take your survey for free. Maybe they like you, maybe they like your product, or maybe they just like to take surveys. In most cases, there won’t be a enough people like this to give you a fleshed out sample. By introducing a simple incentive – the chance to win a drawing or even some kind of an exclusive discount – you can greatly increase the number of people who will take your survey without significantly increasing your costs. For example, one of my favorite incentives is to offer a chance to win a $200 gift certificate to giftcertificates.com. You’ll double or even triple your response rate which means that the quality of your responses will be significantly higher without spending significantly more money overall.

Lemaster contrasts full-service providers, such as M/A/R/C and SSI against complex and potentially expensive "self-serve" packages from Confirmit, Globalpark, GMI, and SurveyZ to low cost providers such as QuestionPro, Survey.com, SurveyMoney, and Zoomerang.

The abstract of the paper summarizes it as providing…

"…an introductory guide to managers who have been asked or have decided it is time to start looking into online market research for their company.  The size of the company you work for does not matter, as we will discuss several methods that can be used for any size company or investment level.  This paper is for managers who want to quickly learn the basic issues of online market research panels.  It will also be useful to managers who need to become familiar with some of the major providers of online panel management."

In addition to reviewing the providers and the various strategies for organizing your panel, Lemaster discusses a variety incentives that can be used to motivate and retain participants, such as lotteries, bonus points, and raffles.

• Online Panel Management and Strategies: An Introduction for Manager

“Web-based surveys may appear to be less intrusive and easier to conduct, but without pen and paper or a good ‘old-fashioned’ telephone, organizations miss the opinions of many, including those without a computer, the forever and selectively computer illiterate and a large part of the senior population that simply missed the tech revolution.”

The release goes on to remind everyone that paper and phone survey are ”in many cases essential, if organizations expect to present clients with the most accurate and complete view of customer attitutes and opinions.”

It then proves its point by referring to a recent Pew report:

“In fact, the Pew Internet & American Life Project recently found 49 percent of Americans only occasionally use modern gadgetry and many others bristle at electronic connectivity — the Internet.”

Wow. Who would have thought that in 2007 more than half of the US population either doesn’t use and/or extremely dislikes the Internet. We all may need to rethink our online programs and go back to the phone banks, door-to-door solicitors and shopping malls many of us have mostly abandoned.

…but before we do, here are some stats not included in the SPSS release:

• Total US population is about 300 million people with 225 million of them over the age of 17. (US Census)
• There are 178.8 million web users in the US (comScore, June 2007)
• 71% of all adults are online (Pew)
• 87% of 18-24 year olds, 83% of 30-49 year olds, 65% of those 50-64 and 32% of those over 65 are online. (Pew)
• 73% of white, 62% of black, and 78% of English-speaking Hispanic are online. (Pew)
• 73% of people living in Urban/Surburban Environments and 60% living in rural areas are online. (Pew)
• 93% of those earning $75K+, 82% of those earning $50K-$74K, 69% of those earning $30K-$49K and 55% of those earning less than $30K are online. (Pew)
• Total number of households is 105.4 million (US Census)
• Almost 70% of US households have Internet access at home.  (Leichtman Research Group Q1 2007)
• 53% of US households have high-speed access (Leichtman Research Group Q1 2007)

The Pew study that SPSS refers to in their release is called “A Typology of Information and Communication Technology User.” The study measures not whether or not people have internet access (as implied by SPSS) but instead tries to categorize people by the degree to which information and communication technologies are utilized and enjoyed.

According to the report, only 15% of the population can be characterized as “Off the Network” — that is, individuals with neither cell phones nor internet connectivity. They tend to be in their mid-60s, nearly three-fifths are women. Only 7% have college degrees (vs. the US average of 27%) and only 4% earn over $75K a year (vs. the US average of 22%). They are the heaviest users of “old media” such as radio and TV but do not have the inclination to try new information and communication technology.

Obviously, not everyone is online and if you’re looking for a particularly special group you may want to revert to paper, pencils and phones. However, I’m thinking that for most purposes you’re going to be able to find who you’re looking for online.

But the implication of the SPSS release is that unless you use (expensive) multi-channel research techniques (provided by them?) you will be collecting bad information and misleading your clients. This isn’t true and is in fact extremely misleading.

• Read the SPSS news release
• Read Pew Report “Typology of Information and Communication Technology Users”

The systems they looked at were Survey Crafter Professional from SurveyCrafter, StatPac by StatPac, The Survey System by Creative Research Systems, FormArtist by Quask, SumQuest by SumQuest, EZSurvey by Raosoft, Survey Said by Marketing Masters, Survey Gold by Golden Hills Software, Survey Genie by William Steinberg Consultants and iMagic Survey Pro by iMagic Software.

The reviewers at TopTen selected Survey Crafter Professional as their favorite because it has "the perfect balance of creative freedom coupled with strong statistical analysis." StatPac Survey Software was rated second highest followed by The Survey System which was given third place.

Although the reviews are fairly short, if you’re looking for a fairly inexpensive system ranging from $100 to $600 these reviews are probably enough to get you started.

• TopTenReview’s Survey Software Report 2007
• Survey Crafter Pro web site
• StatPac Survey Software web site
• The Survey System web site
• Quask FormArtist web site
• SumQuest Survey Software web site
• Raosoft EZSurvey web site
• Survey Said web site
• Golden Hills Software’s SurveyGold
• William Steinberg Consultant’s Survey Genie
• iMagic Survey Software

Enter Wufoo.com, the Web 2.0 answer to online forms. Creating forms has really never been so easy or so much fun. Or so much fun to look at. Or so smooth. As someone else pointed out somewhere else, this service makes you wish you had a need for a form so that you could use Wufoo to build it. It really is that neat.

Can you make surveys using Wufoo? Not really. I mean, I suppose if you had a really simple survey that you wanted to execute, you probably could. It does let you do multiple choice questions, open-ended questions, and single-response questions. It even has special fields that help respondents enter prices, addresses, e-mail addresses and dates (all of the things one might regularly enter in a form). But there are also a lot of survey-related things that it doesn’t let you do, like create multiple pages, or validate responses in a meaningful way (other than to require the fields). I would hazard to say that as far as survey capabilities go, SurveyMonkey and Zoomerang have more features, as well as libraries of templates you can use to get you started. These are, after all, programs that were specifically designed to help you create surveys.

One thing that was a little annoying — I spent about five minutes designing a form and clicked the "Themes" button to make it look extra pretty — only to discover that my form had completely disappeared! I had assumed that my changes were being saved as I went and never even noticed the "Save Form" button at the bottom-right corner of the page. Make sure you push it when you are done or your simple survey will end up be simpler than you intended. And then you’ll have to start over from scratch.

With that said, I wish SurveyMonkey, Zoomerang, and even the package I use, GMI Net-MR, would take a page from the Wufoo design/survey development book and create an interface that is as fun and as easy to use. I would get a lot more work done.

Wufoo offers a variety of pricing plans, ranging from free accounts (the "gratis" plan) which lets you create 3 forms with up to 10 fields each and accept up to 100 entries a month. The next plan up (the "ad hoc" plan) costs only $9 a month and allows you to have up to 10 forms with an unlimited number of fields and accept up to 500 entries. There is also the "bona fide" account (unlimited forms, 3000 responses a month), the "carpe diem" plan (15,000 responses a month) and the "ad infinitum" plan (no limits, total cost is $199 a month).

And if you are trying to create an online form to collect data, and don’t want to mess around with the basic HTML building blocks, and if you want the chance to play with the newest and greatest of what’s out there, then give Wufoo a try.

• Wufoo.com

In terms of the branding, Richard was concerned because the free version of Zoomerang ends with a message inviting respondents to use the system to create their own services, and one could argue that this would be somewhat unprofessional-looking way for a "real" company to end an exchange with a customer (although to be fair, a company that at least goes to the trouble to collect feedback from customers — even free online software — is much better than all of those companies that don’t collect any feedback at all). And to be completely fair, the paid version of Zoomerang does allow you to remove the branding.

But Richard raises a good point — if you are going to go to the trouble of collecting invaluable data from your customers, you at least owe it to yourself to use a process where you control the look and feel of the experience from beginning to end (which, I should again point out, is possible using the paid version of Zoomerang. But even there you need to make sure you change the settings appropriately and test your survey to make sure it looks exactly as you want it to look).

Richard’s second point is that services such as Zoomerang store your data on their servers. This is, of course, true for all web-based survey systems and there is no getting around it unless you only use survey software installed on your own computers that are maintained in your own facilities. You can to some degree mitigate the risk by making sure you understand the level of security and regular backup procedures of the company that you choose to use for your survey research.

Zoomerang doesn’t say precisely how your data is stored other than to indicate that information on members and panelists are stored in "secure databases" protected by passwords, and that data from surveys is stored at "a secure hosting facility with both physical and software-based security systems." For most people, this probably sounds secure enough but if you want to know more and if security really is a concern you may want to contact the provider before you start your survey.

Data retention policies are also important to consider. For example, if you use the free version of Zoomerang they say that your data will only be saved for 10 days following the start of the survey. The impression I get is that they do retain it longer than that and it can be accessed again if you sign up for a paid account, but it is always important to understand the data retention policies before you get started as well as whether or not it will be easy for you to download your data in a managable format when you are finished. Richard expressed concern that Zoomerang only allows a flat file format — well, I think for most people that is probably enough. There are a few services that will allow you to download your survey into a relational file format (such as an Access data file), but these services tend to cost more and frankly I’m not sure what most researchers would ever do with the data in that format anyways. SPSS takes only flat files.

Finally Richard raises the question of cost and why there aren’t more open-source alternatives. He speaks the truth when he notes that survey software isn’t really that hard to write and to that I really don’t have that much of an answer. I imagine it will happen eventually.

• Read Richard’s article about Zoomerang at Kassblog