As the Internet has rapidly evolved into a common household technology, opportunities have emerged to conduct sex research using this technology (Mustanski, 2001; Parks et al., 2006; Rhodes et al., 2003). Traditionally, the Internet has been used by scientists to distribute research information rather than to collect data. Today, the Internet provides access to a diverse and growing population of potential research participants and is an important medium for conducting research. In this section we will describe the advantages and disadvantages of sex research in cyberspace and examine some of the ethical issues posed by this technology.
Almost any kind of survey questionnaire can be posted on the Internet, and these survey instruments can be visually and functionally similar or identical to conventional questionnaires. The nationally representative NSSHB survey, discussed earlier in this chapter,
is a contemporary example of an excellent study conducted via the Internet. So what are the advantages of Internet-based surveys over conventional instruments? Cyberspace questionnaires are considerably cheaper than traditional paper-and-pencil questionnaires because they eliminate printing costs, decrease the need for data collection staff, and do not require distribution and collection costs, such as for postage and envelopes. In comparison with mailed, self-administered questionnaires, Internet-based surveys save time. Research also indicates that people responding to electronic surveys are less influenced by social desirability and more inclined to share information that they might not disclose through traditional written questionnaires or interviews. Perhaps this is because they believe that their responses are more anonymous and secure (Bowen, 2005; Parks et al., 2006).
The collection and management of data are also typically more efficient with Internet-based surveys. For example, survey data can be automatically inserted via e-mail into a corresponding database. Furthermore, researchers can make adjustments to Internet — based surveys as unforeseen problems related to item comprehension are discovered. In addition to the ease of revising items, new follow-up queries, based on preliminary data analysis, can be added as desired.
With hundreds of millions of people worldwide accessing the Internet daily, the Web provides an almost limitless pool of potential study respondents across geographical and cultural boundaries. Researchers conducting sex research on the Internet can also recruit hidden populations of geographically isolated participants or those who might otherwise be difficult to find locally (Bowen, 2005).
A significant disadvantage of Internet-based sex surveys is their association with considerable sample-selection bias (Wallis et al., 2003). At present, a "digital divide" exists, meaning that Internet users are still not representative of the general U. S. population. Internet users tend to be younger, better educated, and more affluent than nonusers. Because of this demographic bias, findings from Internet surveys must be cautiously interpreted. This divide will likely diminish over time as access to the Internet continues to become cheaper and more widespread.
Other challenges and disadvantages of this approach to sex research include low response rates for Internet-based surveys and multiple survey submissions (Coutts & Jann, 2011; Rhodes et al., 2003). Thus, the problem of nonresponse or volunteer bias that plagues all sex survey research is a concern for online investigators as well.
Privacy issues are especially acute when doing sex research in cyberspace. Unfortunately, promises of anonymity on the Internet can rarely, if ever, be given with 100% certainty. Risks of exposure are small, but a few incidents have been reported. To minimize participants’ risks, Internet researchers are increasingly using special techniques to provide anonymity (Coutts & Jann, 2011).