Lecture Marketing research - Chapter 5: Survey research: The profound impact of the internet

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Survey Research
on the Internet

Learning Objectives
To understand the advantages and
disadvantages of online surveys

Advantages of Online Surveys
• Rapid Deployment, Real Time Reporting
• Dramatically Reduced Costs
• Readily Personalized
• High response rates
• Contact the Hard-to-Reach
• Simplified and Enhanced Panel Management
• Profitability for Research Firms


Survey Research
On the Internet

Learning Objectives
To understand the advantages and
disadvantages of online surveys.

Disadvantages of Online Surveys
• Internet users are not representative of the population
as a whole
• Security and privacy on the Internet

• Unrestricted Internet sample


Learning Objectives

Methods of Conducting
Internet Surveys

To gain insight into the ways online
surveys can be conducted.

E-mail Questionnaires
• Like an e-mail message
Converted CATA Systems
• Software translates questionnaires for distribution
over the Web.
Web Survey Systems
• Software for Web questionnaire construction and
delivery


Learning Objectives

Methods of Conducting
Internet Surveys

To gain insight into the ways online
surveys can be conducted.

Bulletin Boards

• Invite people to a specific Web site where a
discussion topic is posted
Downloadable Surveys
• Surveys are downloaded from the Web and then
run on previously installed software provided by the
researcher
Survey Design Web Sites
• Allows the research to design a survey online
without loading design software


The Internet Has Changed
Survey Research

Learning Objectives
To understand the advantages and
disadvantages of online surveys.

Internet Samples
Screened Internet Samples
• Adjust for unrepresentitiveness of the self-selected
respondents
• Use a branching or skip pattern
Recruited Internet Samples
• To target populations in surveys that require more
control of the sample


Learning Objectives

Methods of Conducting
Internet Surveys

To learn about recruiting sources for
online surveys.

Recruiting Sources for Online Surveys
• Recruited Panels
• Opt-in List Rental
• Opt-in Panels
Random Web Site Intercepts
Web Data Capture of Visitors
Creating Internet Questionnaires
• Use a survey design Web site
• Make it easy


Methods of Conducting
Internet Surveys

Learning Objectives
To recognize the special issues that
arise in designing online
questionnaires.

The Interactive Marketing Research Organization
(IMRO)
• A confederation of world leaders in interactive
marketing research
• Representatives from 13 Internet marketing

suppliers
•Modalis Research Technologies
•Greenfield Online
•Market Facts
• Will discuss spamming and misuse


The Choice of Particular
Survey Methods

Learning Objectives
To gain insight into the factors that
determine the choice of survey
methods.

Sampling Precision
Budget Available
Requirements for Respondents Reaction
Quality of Data Required
Length of Questionnaire
Incidence Rate
Structure of the Questionnaire
Time Available to Complete the Survey


Learning Objectives

SUMMARY

• Popularity of Surveys

• Types Of Error
• Types Of Surveys
• The Internet Has Changed Survey Research
• Methods of Conducting Internet Surveys
• The Choice of Particular Survey Methods
• The Interviewer


Learning Objectives

The End

Copyright © 2004, John Wiley & Sons, Inc.