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)
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)
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)
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.