Major companies are turning to the Internet to measure consumer and business attitudes, perceptions and intentions. Research department heads who traditionally were comfortable with ‘offline research’ have now dismissed this notion and have begun embracing ‘online research’ in growing numbers. Response rates are typically higher on the Web because surveys are easier to fill out and respondents can complete them at their convenience. Online surveys provide more accurate data because the work of reading, transcribing and data entry is eliminated. An online survey has the advantage of being more accessible and has a larger user base. Geographical limits do not pose an obstruction in a survey done online. A good questionnaire could generate results from 140+ towns.
Online Research on Sectors like FMCG, Financial Services, Retail, Technology, Online Services, Media, Hospitality, Consumer Durables etc allows the researchers to bypass gate keepers and have a dialogue with the decision maker directly who's far more willing to participate, with the flexibility and convenience that the Internet offers.
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