ABSTRACT
The rise of the Internet has made online surveys increasingly more important for data collection. Online surveys are understood to be self-administered online questionnaires where respondents read questions from digital devices and manually record responses. It provides the possibility of interviewing a large number of respondents without much effort and costs. The advantages of online survey shows most of all for measurement are contrasted by considerable disadvantages in the fields of coverage, sampling, and non-response. The inclusion of multimedia content is another particular advantage. The disadvantages regarding coverage and sampling can be at least partially balanced by applying mixed methods and quota criteria for recruitment. Online surveys are suitable for studying social elites who want to decide flexibly about when they participate. The use of online surveys for shedding light on the use and the users of Voting Advice Applications (VAA) is obvious, as it covers this new way of political communication within its own media environment.
