Online survey and its advantages and disadvantages

Survey is a market research tool. It gathers opinion from consumers on the given aspects of a product under survey and defines the verdict. The trade needs this tool for picking up vital leads to plan new venture, business expansion, product betterment, amalgamation, merger, diversification etc.

Survey employs "sampling technique". Viz. a select group to represent the cross section of consumers for collecting the requisite size of data. The survey begins with the consent of the consumer and after explaining its spirit and intent .A questionnaire is placed before the consumers for their honest response and their feedback – opinion, views, comments etc. - is analyzed to project the findings.

Web based Online surveys are completed in real time without personal contact, sooner than other surveys. It can also use audio-visual features and image highlights, which boost the response rate. Data is intact; it is tamper proof. It involves minimum staff and travel. Being efficient and cost effective there is s scope for enlargement of the sample size without extra expenditure. Moreover online data facilitates application of latest software for analysis and formulation of result. Overall credibility of the survey result is thus guaranteed.

Recognition of consumers’ right is a huge bonus. Improvement in consumers’ awareness, product betterment and likely gifts, rewards and prizes are some other gains.

Risk of leak in contact details and the resultant disturbances like unsolicited enquiries by phone emails etc. is a major drawback. Hoax, or scam survey is a nemesis but avoidable by verification of survey company credentials before registration.

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