Outlook Research now uses online surveys as our primary method for
conducting high-tech quantitative research.
What are the main advantages of online surveys over phone-based surveys?
- SPEED. We have been able to turn around an entire Internet-based
study in as little as 9 days, from client approval through data analysis.
The vast majority of responses are received within 48 hours of uploading
the survey to our web site.
- QUALITY. Even the best phone banks use callers with a limited
understanding of high-tech. We have found that it is much easier for respondents
to read the questions on their PC monitor, and simply click on the responses.
- VERSATILITY. Some of the best applications for online surveys
are topics that elicit feedback to visual stimuli, such as ads or user interfaces.
- LENGTH. Respondents can read questions and click on answers
much faster than they can listen to the same questions over the phone, so
online surveys allow a greater survey length and more open-ended questions.
- COST. Because labor costs for online surveys are lower than
for telephone surveys, online surveys tend to be very cost-effective. This
is especially true for larger respondent bases (200 or more), since survey
programming is a fixed expense.
What is the usual process for conducting an online survey?
- We meet with our client, either in person or via teleconference,
to discuss the survey objectives in detail.
- We draft the survey in Microsoft Word format.
- The client reviews the survey, and revisions are made as appropriate.
- We program and upload the survey.
- The client reviews the online survey, and final adjustments are
made as needed.
- We e-mail the survey invitations to the targeted respondents. The
e-mail message includes a direct link to the survey, explains the purpose
of the survey, and usually offers an incentive for completing the survey.
- The respondents submit their surveys, which go directly into our
data base for analysis.
