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Unformatted text preview: answering a questionnaire easier and more fun than paper-and-pencil versions. Disadvantages • Samples can be small and skewed. Some 33% of households are without Internet access in the United States; the percentage is even higher among lower-income groups, in rural areas, and in most parts of Asia, Latin America, and Central and Eastern Europe, where socioeconomic and education levels also differ. Although it’s certain that more and more people will go online, online market researchers must find creative ways to reach population segments on the other side of the ”digital divide”. • Online market research is prone to technological problems and inconsistencies. Because online research is relatively new, many market researchers have not gotten survey designs right. Others overuse technology, concentrating on the bells and whistles and graphics while ignoring basic survey design guidelines....
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- Spring '11