Commentary

Lots of Information Fast, Inexpensive, But Suspect

Lots of Information Fast, Inexpensive, But Suspect

According to a survey of North American research professionals from Prophis Research and Survey Sampling, over 74% of respondents have used internet survey methods within the past year. In terms of the benefits research professionals see in using the internet, 33.5% cited the speed and real-time quality of the internet and 24% cited the low-cost benefit and the ability to research larger samples.

Types of Internet Research Methods Used (% of respondents)

  • Internet survey or similar 74.1%
  • Real time Internet focus group 24.1%
  • Time-delayed Internet discussion group 7.2%
  • None 24.1%
    Source: Prophis Research and Survey Sampling, Oct 2002

    The survey was conducted in August 2002 among research professionals working for marketing research firms, universities, the media, in healthcare, finance and for political organizations. It reports strengths noted:

    Primary Strengths of Internet Research Methods (% of respondents)

  • Speed/real-time results and monitoring 33.5%
  • Low cost/larger samples 24.0
  • Good reach/coverage of target groups 8.5
  • Easy/convenient 8.3
  • Can handle visuals and complexity 6.1
  • High quality data 4.5
  • Easy to manage 3.0
  • International studies possible 2.7
  • Reporting/output easy to produce 2.4
  • Respondent anonymity 1.9
  • Flexible design 1.8
  • Good response/cooperation 1.8
  • Control 1.0
  • Can sell to clients 0.5
    Source: Prophis Research and Survey Sampling, Oct. 2002

    The survey also asked respondents about their opinions regarding weaknesses of internet research and surveying, and determined that the main problems respondents have with the internet are the quality of respondents and/or sampling (53%) and the lack of control involved with conducting research online (13%).

    Primary Weaknesses of Internet Research Methods (% of respondents)

  • Sample/sampling/respondent quality 53.0%
  • Lack of control 13.0
  • Follow-up/qualitative cues not observable 6.7
  • Discomfort with technology/too new 6.0
  • Difficult to program/set up 4.3
  • Poor quality data/fake 4.0
  • Slow/unreliable respondent connections 2.9
  • Poor image of/experiences with Internet 2.2
  • Lack of awareness by client 2.0

    Source: Prophis Research and Survey Sampling Oct 2002

    Internet-based surveys still have their pros and cons. In order to get a solid perspective on any one e-business and/or internet topic – wireless internet, online advertising, gaming – eMarketer says it is best to have all the relevant statistics and analysis, with the varying research methods, at hand.

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    About the Author

    Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.