Survey research over the Internet (page 1 of 2)

TNS runs the world's largest internet research panel in the United States - covering over 800,000 households.

Many leading international corporations are now looking for ways to expand the range of markets and situations where they use online research methods because using the web for research brings the benefits of:

Speed
Results are available within days

Cost
Cheaper than alternative methods

Visual stimulus
Pack shots, advertising materials

Quality of response
Thoughtful, detailed response (especially open-endeds)

No interviewer bias
Prompts and probes are controlled

High response rates
50% response rates achievable

Efficient targeting
Ability to select or screen respondents and even set quotas

The internet is particularly suitable for reaching target groups which are difficult to reach otherwise - either through face-to-face interviews or over the phone - for example, senior managers or CEO's.

Results from internet surveys have also been empirically tested and found to be more honest. Respondents are more likely to reveal their innermost feelings anonymously, rather than in a face-to-face interview situation, or over the phone.

The Middle East
Here in the Middle East TNS/NFO has pioneered the use of online research. The penetration of the internet is growing rapidly. Within the next few years many countries in the Middle East are expected to reach levels of penetration sufficient for large-scale consumer research. Currently, the UAE has the highest penetration of 36%, followed by Lebanon (28%), Jordan & Kuwait (26%), Saudi Arabia (17%), Syria (14%), Morocco (9%) and Egypt (4%).

Internet penetration is particularly high amongst younger people (15-24). In the UAE, for example, penetration in the 15-24 age band is 50%, while for 35-49 year olds it is only 27%.

Of course, internet penetration is very high for all medium to large scale companies in the region and this makes it a cost-effective tool for conducting B2B research. Amongst our first experiences in this region has been the operation of an expert panel of senior managers - response rates at 50%+ have been encouraging.

Research Applications
Internet surveys are suitable for a variety of research situations - both qualitative and quantitative. Typical quantitative applications include

• New Product Development
• Product Testing
• Segmentation Studies
• Optimising pricing and packaging
• Advertising & brand-health tracking
• Advertising pre-testing
• Satisfaction measurement - customers, employees.

An internet survey, done well, can be a very effective way of conducting research. The use of colour, visuals/graphics, and multi-media help keep respondent interest on the screen. It is also possible to program for a variety of complex research tasks.

Virtual Focus Groups
Online focus groups are now carried out over the Internet using a custom made web-based chat room. Respondents are given a URL (website address) and a password via email, from where they can log into the online focus group site. A moderator can then discuss activities, experiences, or get feedback on client and competitive products by typing questions that appear on everyone's screen.