Online Survey Justification for Marketing Research

This article discusses the implementation of online survey in marketing research and provides justification for it. It highlights the benefits of using online survey method such as speed, authenticity, unbiased answers, and cost-effectiveness.

Running head: MARKETING RESEARCH
ONLINE SURVEY JUSTIFICATION
Name of the Student
Name of the University
Author note

1MARKETING RESEARCH
Online survey is one of most appropriate and used survey methods due to its speed ability
to reach to the people and authenticity (Sotiriadis & Van Zyl, 2013). In this section, the
discussion will focus on the implementation of online survey in the research method and will
provide justification for it.
As mentioned by the researchers Ramo and Prochaska (2012), they used the online
survey method in their study as the margin of error in such research methods are very less as well
as it has a greater array of reach to the people of different communities and societies. Further
Baltar and Brunet (2012) also mentioned that it is beneficial to get unbiased answers as using this
the time of the research participants can be saved and they are able to take active part ibn the
research process. Therefore, the research becomes honest, flexible and selective at the same time
(Gureckis et al., 2016). Besides these, the online survey requires less amount of capital to be
conducted as well as less time to accurately analyze the results. This is because, watching the
results make it easy for the analyzer to put the data on graph and report them using the real time
data (Patino, Pitta & Quinones, 2012). Further, in the minimum time used to conduct the online
research, it can reach to the global citizen that helps to conduct the research with tremendous
speed.
Therefore, in the marketing research, online surveys are used so that using these the
honest and unbiased reply of every participants can be extracted and the extracted benefits can be
provided to the organization conducting such surveys.

2MARKETING RESEARCH
References
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DOI :https://doi.org/10.3758/s13428-015-0642-8
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