The Tribe Discovers More Advantages of Online Surveys

Last week, the FEI tribe learned an advantage and disadvantage of the online survey research method for contacting potential survey respondents. This week, Marka and the team discusses more pros and cons of this method. Remember, fire = print.

“We already know that O-line research can be a versatile and inexpensive way to reach potential survey respondents. But there are additional considerations to keep in mind when deciding whether to launch an O-line survey initiative,” Marka said, then began writing on the whiteboard.

Advantage: Online Research is Fast

“Because O-web surveys allow respondents to offer instantaneous feedback, they help us gather pertinent survey data faster than with O-phone, O-mail or other methods,” Marka continued.

“How quickly can we gather this data?” Zoot asked.

“Estimates by professional survey research organizations have shown that 75-80 percent of a survey’s targeted response can be generated within 48 hours using O-line methods,” Marka replied. “On the other hand, an O-mail survey can take four to eight weeks to collect its survey information.”

“O-line surveys can also be implemented without employing the expensive personnel needed to conduct O-phone surveys,” Numo added.

“Numo, we know you’re hot on O-line survey research because of its low execution costs,” Marka said, “but let’s examine another significant problem with using the O-web for research.” More scribbling from Marka.

Disadvantage: Online Survey Research can be Prone to Technological Problems

“Internet surveys can be susceptible to technological problems such as browser viewing issues, slow loading time and even malware, all of which can impede the survey’s effectiveness and even do damage to our brand,” Marka noted.

“Enlisting a design or technology firm to create an O-web survey that’s attractive, brand consistent and, most importantly, completely functional, may be worth the investment,” Zoot suggested.

“Here we go again with cost,” Numo said, rolling his eyes.

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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