Online market research – why conduct market research online?
Online market research has grown rapidly in recent years as a key form of data collection for primary research activities. Both North American and European market research industries have begun to realise the cost, speed, and data reliability advantages offered by the internet.
Online market research offers both large and small research focussed organisations the chance to eliminate the costs involved with face-to-face, postal and telephone data collection. Online market research offers many benefits including…
- The ability to extend projects to multi-country or global research studies
- Gather reliable data on sensitive issues
- Use video, images, audio for richer questionnaire environments
- Increased sample sizes for same budget giving greater results reliability
- Easier targeting of respondents across granular segmentation variables
- Rapid project completion timelines as opposed to several weeks involved with face-to-face and postal data collection methods
- Ideal for when the same individuals need to respond over time e.g. product tests or pre and post communication tests
- Richer open question responses
- Extremely fast production of data tables
- Online project monitoring – live results on your projects status
