The internet is quickly evolving into an instrument for collecting data in the market and social research. The number of interviews carried out online is steadily increasing. Thus, the attraction of the internet can above all be traced back to the cost and time advantages in comparison to traditional methods of data collection with comparable data quality.
The online market research also offers the opportunity,
- To examine large and heterogeneous samples.
- To address special /more difficult to reach target groups.
- objective and completely automated data collection.
- Independence from time and place.