The value of online surveys

Purpose To provide a thorough analysis of the role of the internet in survey research and to discuss the implications of online surveys becoming such a major force in research. Design/methodology/approach The paper is divided into four major sections: an analysis of the strengths and potential weaknesses of online surveys; a comparison of online surveys with other survey formats; a discussion on the best uses for online surveys and how their potential weaknesses may be moderated; and an overview of the online survey services being offered by the world's largest research firms. Findings If conducted properly, online surveys have significant advantages over other formats. However, it is imperative that the…