- Multimedia advantage – pictures, audio, video, and simulated shopping can all be incorporated
- Higher response rates versus other surveying methods (such as through direct mailings)
- Statistical compilation is often in real time – survey results can be monitored throughout the time the survey is online
- Fast – final reporting results are delivered within a few days versus weeks
- Online surveys eliminate interviewer bias or error – the survey is delivered in exactly the same manner in all instances for all panellists
- Quality of final data is higher – this is due to convenience for panellists, the ability to re-read questions, etc.
- Time constraints for panelists eliminated – a user can take as much time needed to fully complete the survey
- Easily survey consumers worldwide – geographic location of panellists does not impact the efficiency nor quality of the research data
- Paid surveys allow for longer and more detailed information gathering versus surveying methods such as non-incentivized telephone surveys
- Online surveys are taken at a convenient time for the respondent, not market research company
- Most types of studies can easily be conducted online, including employee satisfaction surveys, company satisfaction monitoring, brand name evaluation, advertising research, competitive analysis, etc.
- Top-level internet security and encryption protect panellist data
- Privacy protection – respondents remain anonymous; privacy and confidentiality are protected
- Online surveys are a non-interruption surveying method. Panelist receives an e-mail notification for an online surveys, after they have agreed to such notifications from the online market research company
- Help desks which offer live assistance, can provide needed customer support for panellists during a survey
- Online survey methods are increasing rapidly in use, versus telephone surveys which have a dramatically declining response rate
- Data compilation is efficient – household information is easily stored and maintained
- Large majority of North Americans have internet access, which makes for an accurate household representation
- Specialty online panels of professionals such as technology specialists, healthcare personnel, and youth, make targeted groups of demographics easy to survey
- Online surveys, because of their efficiency, reduce the time to market for new products and services, potentially meaning more money for the companies hiring the market research firms to conduct research on their behalf
- Millions of North Americans are registered members of market research companies, meaning access to an accurate population sample in a variety of demographics
- Cost is lower than other survey methods. Internet panel survey costs are often only a couple dollars each, versus $20 for telephone surveys
- With a societal trend for having everything “online” and digitized, internet research panels truly are part of the wave of the future
23 Advantages of Online Surveys over Traditional Research
