Researchers in a variety of disciplines may find the Internet a fruitful area for conducting survey research. As the cost of computer hardware and software continues to decrease, and the popularity of the Internet increases, more segments of society are using the Internet for communication and information (Fox et al., 2001; Nie et al., 2002). Thousands of groups and organizations have moved online, many of them aggressively promoting their presence through the use of search engines, email lists, and banner advertisements. These organizations not only offer information to consumers, they also present opportunities for researchers to access a variety of populations who are affiliated with these groups.
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One advantage of online survey research is that it takes advantage of the ability of the Internet to provide access to groups and individuals who would be difficult, if not impossible, to reach through other channels (Garton, Haythornthwaite, & Wellman, 1999; Wellman, 1997). In many cases, communities and groups exist only in cyberspace. For example, it would be difficult to find a large, concentrated group of people conducting face-to-face discussions of topics such as cyber-stalking, online stock trading, and the pros and cons of virtual dating.
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Online survey researchers can also save money by moving to an electronic medium from a paper format (Bachmann & Elfrink, 1996; Couper, 2000; Llieva et al., 2002; Yun & Trumbo, 2000). Paper surveys tend to be costly, even when using a relatively small sample, and the costs of a traditional large-scale survey using mailed questionnaires can be enormous.
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