The Tribe Discovers the Advantages of Online Survey Research
“Of course, initiatives like that would add to the survey’s cost,” Numo noted drily.
“Very true,” Marka said. “Next week we’ll look at more advantages and disadvantages of online surveys.”
Today’s FIRE! Point
Online research can be a versatile, inexpensive and convenient means for your printing company to gather relevant data that will allow you to make important business decisions. A supreme advantage of online research is its low cost—on average, an e-mail survey costs between 20-50 percent less than a survey done through other methods.
A major drawback to surveying online, however, is that 33 percent of U.S. households still lack Internet access. A survey that excludes those without online access will be somewhat skewed, as it will inevitably leave out many people in lower-income brackets and/or developing countries. There are ways around this problem, however, including setting up temporary Internet centers in malls and other public areas to ensure individuals who lack Web access have a fair chance to respond.
FIRE! in Action
MART Modulates its Survey Method to More Effectively Reach Different Markets
When surveying respondents who reside in rural regions, the market research company employs several strategies that take into account the generally lower literacy rate of these areas. These methods include using pictorial scales, color associations and other visual indicators in place of text questions. This innovative strategy has helped MART become one of the world’s the leading research teams specializing in rural markets.
Next week: Marka discusses additional advantages and disadvantages of online survey research.