Previous research related to web site design has utilized focused instruments with predetermined criteria (Keevil, 1998; Shchiglik and Barnes, 2004; Tarasewich et al., 2001). Some have suggested that studies focusing on web site design are incomplete without “subjective satisfaction” and qualitative data (Jeong et al., 2003; Katner and Rosenbaum, 1997). Pre-coded survey questions artificially constrain the breadth of responses that subjects can express. Free-form responses can surface issues and concerns that the researcher had not anticipated or previously considered. For these reasons, this research used a survey instrument that incorporated both free-form, qualitative data as well as categorical, quantitative data.