| The Internet is changing the face of marketing | | | | password-protected area of your |
| research. Time was when research involved | | | | website.oPurchase of an opt-in e-mail respondent |
| among other things, printing and mailing surveys, | | | | list. (Opt-in lists are available from companies like |
| data entry, and long distance telephone calls. | | | | Survey Sampling, Inc.) Make sure sample size is |
| Because of the time, effort, and expense | | | | proportionally related to the size of the population |
| involved, surveys were done infrequently or not | | | | you are targeting.oSend broadcast e-mails to |
| at all. Without valuable information collected from | | | | members of the list. The e-mail will instruct |
| surveys, marketing opportunities and client | | | | recipients to click on the link to take them to the |
| feedback were often missed. The Internet is | | | | password-protected survey. An incentive will help |
| changing all of that. | | | | boost the response rate.oUpon completion of the |
| Online surveys provide a fast, efficient, and | | | | survey, the database of answers can be queried |
| flexible way to learn more about your customers | | | | to pull information based on selected variables. |
| and prospects. The speed of response and the | | | | The data can also be exported to a statistical |
| flexibility of online surveys can provide an | | | | software application for further analysis.oUpon |
| organization with critical information quickly. A | | | | completion of the survey, a new survey can be |
| product concept developed in the morning can be | | | | developed using the online administrative screens |
| tested and results received the next day! | | | | provided by high-end survey developers and the |
| Strategic decisions can be made in a fraction of | | | | process starts over again. |
| the time. | | | | The advantages of the online market research |
| Online surveys can take different forms. Below | | | | survey are numerous. From the development |
| are examples: | | | | time to the delivery of results, these surveys |
| ·General Website Survey - This survey is | | | | present distinct advantages over traditional |
| placed on a website and is open for all site visitors | | | | research methodologies. |
| to take. Because the survey is open to all, the | | | | Online surveys can also be designed to appear in |
| sampling cannot be controlled or considered a | | | | a pop-up box at specified locations on a website. |
| statistically valid poll. However, general website | | | | Such surveys will ask the visitor if they have a |
| surveys can be significant for two reasons:oWhile | | | | few seconds to take the survey and then |
| not scientific, the information collected can provide | | | | proceed to ask them a few questions about their |
| an organization with valuable information. For | | | | site experience to that point. By asking a series |
| example, a professional baseball team asked the | | | | of questions the company can ascertain if the site |
| following question on their website, "What item | | | | is well received by the visitor. If not, the survey |
| would you most like to see offered at the | | | | should provide specific clues to improve your site. |
| concession stands next season?" Following this | | | | To summarize, online surveys offer the following |
| question, several food items were listed. The | | | | benefits over standard surveys: |
| number one response was, cheese curds(of all | | | | ·Speed of set up - using web-based |
| things!). Although this cannot be considered the | | | | administrative screens, online surveys can be set |
| definitive answer to proceed with cheese curds | | | | up and delivered quickly. |
| next year it does give the team reason to test | | | | ·Data entry - Respondents do the data |
| market the product next season. Without this | | | | entry, so no data entry staff is required. |
| information, the team would have missed a | | | | Additionally, accuracy is greatly improved since no |
| potential opportunity to provide their fans with | | | | data is being rekeyed. |
| the food they desire and additional revenue from | | | | ·New designs and concepts can be presented |
| concession sales.oWebsite surveys can also | | | | online. Respondents can view new products, |
| increase repeat visits to the website. A well done, | | | | packaging and other offerings online while they |
| fun survey that changes frequently can provide | | | | are responding to the survey. Standard surveys |
| the motivation for site visitors to return to the | | | | required mailing package concepts to the |
| website repeatedly. It is also important to provide | | | | respondent in advance. The costs associated with |
| the respondent with the real time results of the | | | | printing, postage and data entry, combined with |
| survey once they have submitted their | | | | the time inefficiencies, make online surveys far |
| responses. This provides the satisfaction of seeing | | | | superior in most instances. |
| how their responses stack up with other | | | | ·Results are tabulated quickly for fast |
| respondents. | | | | analysis. |
| ·Market Research Survey - The market | | | | ·Early results are showing better response |
| research survey involves developing a survey for | | | | rates. One company that has typically surveyed |
| a targeted population. If you are a diaper | | | | their employees in the past by traditional means |
| manufacturer you may want to purchase a list of | | | | has seen a response rate improvement from 25 |
| women between 20 and 35 with children under 3 | | | | to 50% since moving their surveys online. |
| years old in the home, for example. The | | | | The opportunities to learn from your customers |
| difference between purchasing a list for a | | | | using the Internet are enormous. By surveying |
| standard survey and a list for an online survey is | | | | your customers, prospects, and employees online |
| that you are buying their e-mail addresses rather | | | | you can uncover opportunities and address issues |
| than their home address or phone number. A | | | | faster, more accurately and at greatly reduced |
| market research survey involves the following | | | | expense. |
| steps:oThe development of a survey in a | | | | |