The digital era continues to evolve, and so do online surveys. This method of data collection remains relevant in market research. But what are the most important advantages and disadvantages of online surveys?
Advantages of Online Surveys
Among all the survey modalities available today, the advantages of online surveys continue to stand out this year. Here are the main ones so far:
1. Increased Reach
Online surveys allow reaching many participants regardless of their location. In the digital context, what matters is that the participant has access to the Internet, something plausible considering that 79.6% of Europeans use the Internet, according to ITU data.
2. Increased Number of Responses
One of the gifts that the Internet brings us is freedom of expression and access to websites, which in turn translates into a greater inclination to participate in online surveys. Participants can answer questions without pressure, obstacles, or disinterest.
3. Ease of Results Management
Another notable advantage of online surveys is that both questions and results are generated in digital format, simplifying data management. Therefore, this type of survey saves time for analysts and reduces error margins.
4. Immediate Reception
If a traditional survey requires the surveyor to have all the answers before starting to interpret them, this is not the case with online surveys. The time saved for a data analyst is a favorable point, beyond the advantages and disadvantages of online surveys.
Disadvantages of Online Surveys
Although the advantages and disadvantages of online surveys change as the digital age evolves, all deserve attention. Some disadvantages of online surveys this year are:
1. Lack of Sample Representativeness
Online surveys pose certain difficulties in obtaining representative samples of the population due to lack of access to certain groups of people who do not use the Internet or are unwilling to participate in such surveys.
2. Possible Selection Bias
When the surveyor does not have access to sampling services to find the correct target participants, it is possible that respondents have different characteristics from the rest of the population. Therefore, this can introduce biases into the survey results.
3. Susceptible to Error Rates
Although one of the advantages of online surveys is that respondents have complete freedom to answer questions, they may make mistakes due to the lack of direct supervision by the surveyor and the possibility of not understanding the questions.
4. Vulnerable to Frauds and Manipulation
Among the advantages and disadvantages of online surveys, it is especially worth noting that in the digital age there is a risk of all kinds of frauds and manipulations. For example, there is a higher risk of bot participation or duplication of responses in online surveys.
Fortunately, there are panels like Netquest that will help you forget about these disadvantages because they adhere to the ISO 20252 standard, which provides greater reliability in terms of the management of their panelists, their processes, and, consequently, the quality of the data collected.
At Netquest, we have been revolutionizing the market research industry for over 20 years, with the aim of offering quality data that leads to high-impact decisions and strategies. Our key? Genuine people, who allow us to obtain genuine insights. Write us and make your company stand out in the market!
