Do Internet Surveys Cost Less?
Do Internet survey studies cost less than those conducted by telephone? The quick answer is yes, though much depends on a number of factors. The big issue with Internet surveys has always been population representation, but with virtually all individuals within businesses and most consumers now having email addresses, that concern is lessening. So, after thinking through your research strategy and weighing the strengths and weaknesses of the various methodologies available, you’ve accurately identified Internet and telephone methodologies as your best options for a particular survey. Which do you choose? For a full-service project, most of the costs incurred for telephone studies are also incurred for Internet studies: • setup cost: program design, questionnaire development, sample prep, survey system programming, etc. • interviewing/data collection cost: hosting survey, email invitations, tracking responses, reminders, and so on for Internet surveying compared with the cost of conduct
