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ONLINE SURVEYS AND FOCUS GROUPS

The Internet opens up a new world of research possibilities. Participants from around the country or even the world can join together to share their ideas about your station or a national program. Research costs can often be reduced, and the information may be available more quickly.

Despite all the exciting possibilities, online research does not entirely replace traditional methods. Each have their unique strengths and weaknesses.

Some Online Research Advantages

  • Often lower cost than conventional research methods
  • Often results are available more quickly than conventional research methods
  • Can conduct focus groups with qualified participants from any location
  • Great for evaluating Web sites and other online material
  • Can be used to obtain greater detail from selected survey participants. For example, some of a station's members can be quickly assembled in an online focus group to gather additional information, discuss new ideas, and react to station programming or fund raising
  • Personal topics, which might cause inhibition in person, can be more easily discussed online where participants never actually meet face-to-face
  • Online research will not normally be impacted by bad weather, missed airline connections, etc.
  • Clients can "observe" the focus groups from any location that has a computer and online connection
  • May be easier to access busy professionals (doctors, lawyers, senior business executives) online than requiring them to travel to a central location for a focus group, or to answer the telephone to complete a survey

Some Online Research Disadvantages

  • Finding the right respondents for a survey or focus group can be difficult, as e-mail lists have yet to catch up to the specificity of mailing or calling lists
  • Discussion of visual items, such as print ads, TV commercials, promotional pieces, or photographs can be limited
  • The advantages of group dynamics and personal interaction of in-person groups is limited
  • The non-verbal cues apparent during a focus group cannot be perceived online
  • Security concerns; some companies are concerned that the person participating in their survey or focus group may be acting under an assumed identity
  • Randomness; because far fewer individuals have an e-mail address than a telephone number or home address, random samples may be more difficult to obtain
  • Attention to the topic: online participants may be distracted by other activities during the survey or focus group process. This is less likely to occur during in-person focus groups
  • Slow modem connections or outdated computer equipment can be an impediment in participation for some respondents

Do these drawbacks mean that online research should never be attempted? Not at all. It is important to understand the benefits and drawbacks of each approach. Market Trends Research will evaluate your station's research objectives, explain the online and offline research options in greater detail, and suggest the best methods for conducting your research project.

Click here to contact Market Trends Research about online or offline research, or call us at 727-784-0967.

Market Trends Research Incorporated
727-784-0967
info@MarketTrendsResearch.com