Although the primary role of the computer has been in processing and analysis of survey data, it has increasingly been used in data collection. Computer surveys are not exempt from a common problem: some refuse to participate. Many researchers and practitioners indicate the refusal problem is less for computer surveys, perhaps due to the novelty of the method. What has not been investigated is the refusal problem when on-line surveys are no longer novel. This research study examines the use of one form of computer-assisted data collection, the electronic or on-line survey, as an organizational research tool. The study utilized historical response data and administered an on-line survey to individuals known to be cooperative or uncooperative in other on-line surveys. It investigated nonresponse bias and response effects of typical responders, periodic participants, and typical refusers within a sample of corporate employees in a computer-interactive interviewing environment utilizing on-line surveys. The items measured included: participation, respondent characteristics, response speed, interview length, perceived versus actual interview length, quantity of data, item nonresponse, item response bias, consistency of response, extremity of response, and early and late response. It also evaluated factors reported as important when deciding to participate, preferred data collection method, and preferred time of display. Past participation, attitudes toward on-line organizational surveys, response burden, and response error were assessed. The overall completion rate of 55.7% was achieved in this study. All effort was made to encourage cooperation of all groups, including an invitation to participate, token, on-line pre-notification, 800 number support, two on-line reminders, support of temporary exit, and a paper follow-up survey. A significant difference in the participation of the three groups was found. Only three demographic variables were found to be significant. No significant differences were found in speed of response, interview length, quantity, item nonresponse, item response bias, consistency, and extremity. Significant differences were found in the perceived and actual times to complete the survey.
