Why online research

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Facilitated by the rapid growth in technology and network infrastructure development, most regions in the world are connected to the Internet. Today, online market research has become a trusted and accepted data collection methodology for primary research projects. Online research has the following characteristics:


Internet Population


Effectiveness


Result Quality


Cost Effectiveness


Comparison

Market researchers and clients alike acknowledge and appreciate the many advantages of online market research like data reliability, accuracy, design flexibility, reach, cost, time, and convenience to the respondent.

1.
Elimination of interviewer bias as research results from interviewer-administrated interviews can be biased through unintentional body language and tone of speech of the interviewer or by respondentsí eagerness to keep an interviewer ìhappyî with their answers.
2.
More accurate and ‘considered’ answers and a greater recall as online respondents are not pressured into giving quick and “right” answers.
3.
Since in some cases, respondents have already been profiled at the time of recruitment, each survey can be made shorter to focus on the actual research content. This will help improve the rate of response to survey invitations.
4.
Geographical expansion of surveys to national, regional, and global coverage without a substantial increase in cost and time.
5.
More reliable data on sensitive and personal issues as no interviewer is involved.
6.
Availability of an extended repertoire of aids such as video clips, images, audio and even animations that allow for richer questioning techniques. Ample opportunities to duplicate face-to-face interviewing at a fraction of the cost and time required.
7.
Higher sample sizes can be achieved without an exponential increase in cost and timing.
8.
More accurate and higher quality responses as online respondents can read and better comprehend the questions on their own.
9.
All respondents are exposed to the same stimuli (written question) without potential explanations and bias by interviewers.
10.
When panel is being recruited / used for research projects, the relatively high cost of respondent recruitment can be spread over multiple projects rather than a single project. Panels are particularly cost effective in the targeting of respondents across granular segmentation variables.
11.
Rapid survey completion timelines compared with lengthy fieldwork by traditional data collection methodologies.
12.
Researching and monitoring evolutions over a period of time is more feasible as a researcher can contact the same or a sub-segment of the respondents in the future to administer follow-up questions.
13.
More accurate questionnaire administering in particular where specific questions apply to certain respondents, question skipping, complex question rotations and quota controls.
14.
Automated data cleaning and fast reporting of cross tabulations and charts.
15.
Online project monitoring with continuous monitoring of project completion status and response rates.
16.
Cost effective and less time required to target lower incidence populations. Relatively hard-to-get-at respondents (such as doctors or users of a certain brand) can be targeted through specialized panels. Online research also allows for easier access to high-income, high-tech professionals who are normally difficult to identify and reach via traditional methodologies.
17.
Online research is more effective in reaching early adopters of new products and new technologies essential to product marketing.
18.
As legislation is used more frequently to protect consumers against unsolicited telephone interviewing, permission-based online research is a cost-efficient and viable alternative to approaching consumers.
19.
Our powerful online research software allows for randomization of questions and answers because respondents tend to pay greater attention to the first questions, answers or statements than the last. Upcoming questions can also be constructed based on responses to previous questions.
20.
Answering machines, caller ID, call blocking and no answers do not prevent delivery of the survey request.

 

Survey.la can be used in many applications, such as:

  • Measure and improve customersí satisfaction levels.
  • Quickly evaluate opinions and attitudes.
  • Provide data for long-range strategic planning.
  • Enhance customer relations.
  • Determine specific training needs for an organization.
  • Determine the effectiveness of a government service.
  • Ensure communication among all levels of an organization.
  • Determine public perception of political candidates and issues.
  • Determine the demographics of television programs watchers.
  • Determine the effectiveness and attractiveness of a web page.
  • Evaluate customer satisfaction.
  • Discover new market possibilities.
  • Discover opportunities for improvement.