Online Survey Justification in Marketing Research - Research Analysis

This assignment focuses on the justification of online surveys as a research method in marketing. It highlights the advantages of online surveys, such as their speed, broad reach, and ability to gather unbiased data from diverse populations. The paper references several studies to support the use of online surveys, emphasizing their cost-effectiveness, ease of analysis, and efficiency in reaching a global audience. The assignment underscores the benefits of online surveys in obtaining honest and unbiased participant responses, ultimately providing valuable insights for organizations conducting marketing research. The paper also provides references from various researchers and their studies supporting the use of online surveys in marketing research.

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
Baltar, F., & Brunet, I. (2012). Social research 2.0: virtual snowball sampling method using
Facebook. Internet research, Vol. 22, issue 1, pp. 57-74. DOI:
https://doi.org/10.1108/10662241211199960
Gureckis, T. M., Martin, J., McDonnell, J., Rich, A. S., Markant, D., Coenen, A., ... & Chan, P.
(2016). psiTurk: An open-source framework for conducting replicable behavioral
experiments online. Behavior research methods, vol. 48, issue 3, pp. 829-842.
DOI :https://doi.org/10.3758/s13428-015-0642-8
Patino, A., Pitta, D. A., & Quinones, R. (2012). Social media's emerging importance in market
research. Journal of Consumer Marketing, Vol. 29, issue 3, pp. 233-237. DOI
:https://doi.org/10.1108/07363761211221800
Ramo, D. E., & Prochaska, J. J. (2012). Broad reach and targeted recruitment using Facebook for
an online survey of young adult substance use. Journal of medical Internet research, Vol.
14, issue 1. DOI: 10.2196/jmir.1878
Sotiriadis, M. D., & Van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism
services: the use of twitter by tourists. Electronic Commerce Research, Vol. 13, issue 1,
pp. 103-124. DOI : https://doi.org/10.1007/s10660-013-9108-1