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Leveraging the Internet

Leveraging the Internet

Parallel Study Results

Unraveling the Mysteries of Online Respondents

This study, which was conducted in the UK, France and Germany, focuses on understanding the issues concerned with conducting research online and the difference between the general population, Internet users and members of the Lightspeed Consumer Panels in those countries.

Back To Basics:
Impact of Questionnaire Design Comparing Telephone and Internet Methods

The purpose of this paper is to provide researchers with some background for considerations when designing and scripting an online questionnaire.

Advantages of Internet Methodology

The flexibility, reach, and interactive capabilities of the Internet make it the ideal medium for conducting substantive market research in a time- and cost-effective manner.

Key

Internet Survey | Mail Survey | In-person/Mail Survey | Phone Survey
Cost effectiveness
Eliminates phone, mail & interview charges yes no no no
Eliminates printing, paper, collating yes no no yes
Eliminates interviewer labor costs yes yes no no
Eliminates data entry/keytab yes no no sometimes
Internet Survey | Mail Survey | In-person/Mail Survey | Phone Survey
Speed
Fast response from consumers yes no yes yes
Real-time access to results yes no sometimes sometimes
Faster project turnaround yes no no no
Internet Survey | Mail Survey | In-person/Mail Survey | Phone Survey
Application Ranges
Concept testing yes limited written yes limited audio
Brand awareness yes limited written yes limited audio
Purchase intent yes limited written yes limited audio
Advanced choice design yes limited written yes limited audio
Internet Survey | Mail Survey | In-person/Mail Survey | Phone Survey
Broad/Advanced stimuli potential
Audio stimuli yes no sometimes yes
Full color images yes yes yes no
Multimedia (video/audio) yes no sometimes no
Virtual reality yes no sometimes no
Internet Survey | Mail Survey | In-person/Mail Survey | Phone Survey
Survey Flexibility
Complex survey skip patterns, rotations, and branches possible yes no limited limited
Easy last-minute changes to surveys yes no no yes
Quotas can be changed on the fly yes no sometimes yes
Questions can be added on the fly to zero in on the info needed yes no no sometimes
Internet Survey | Mail Survey | In-person/Mail Survey | Phone Survey
Reporting
Real-time reports yes no sometimes sometimes
In-progress reports yes no sometimes no
Immediate final reports yes no no no
Internet Survey | Mail Survey | In-person/Mail Survey | Phone Survey
Higher respondent participation
Can do surveys at own pace yes yes no no
Low cost for relationship-building communications stream yes no no no
Low perception of intrusion yes yes sometimes no
Internet Survey | Mail Survey | In-person/Mail Survey | Phone Survey
Quality
Eliminates interviewer bias yes no limited limited
Eliminates first response bias yes yes no no
Offers true random rotation yes no yes yes
Gathers better quality "open-end question" responses yes no no yes


Leveraging the Internet to enhance time- and cost-effectiveness.


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