Using Internet/Intranet Web Pages to Collect Organizational Research Data

Wide availability of networked personal computers within organizations has enabled new methods for organizational research involving presentation of research stimuli using Web pages and browsers. The authors provide an overview of the technological challenges for collecting organizational data through this medium as a springboard to discuss the validity of such research and its ethical implications. A review of research comparing Web browser-based research with other administration modalities appears to warrant guarded optimism about the validity of these new methods. The complexity of the technology and researchers' relative unfamiliarity with it have created a number of pitfalls that must be avoided to ensure ethical treatment of research participants. The authors highlight the need for an online research participants' bill of rights and other structures to ensure successful and appropriate use of this promising new research medium.