Offering similar advantages to postal surveys, research can be conducted via personalised e-mail surveys, a dedicated website or using virtual ‘pop-ups’ when a visitor lands on the relevant web site. Online surveys can also be used in conjunction with other methodologies where the sample needs to be representative of a particular population or to provide further accessibility to potential respondents.
This can be very cost effective particularly if “piggy backing” an existing postal communication to existing customers or supporters and ideal for geographically dispersed samples. Postal surveys are also less intrusive than other research methods, providing a better medium to discuss more sensitive issues and allow more considered response via the use of free-format open-ended qualitative questions.
In addition, longer questionnaires can be used as respondents will typically have 3-4 weeks to complete and return the questionnaire