Online Surveys May be Hazardous to your Corporate Health: A Framework for Assessing and Improving Market Research Survey Quality

This paper identifies a number of difficulties associated with interpreting the results of online surveys used to gather market research data. Because of the nature of data collection, researchers are able to exert little control over who completes these surveys and how often they do so. As a result, findings based on online survey data can be very misleading. We highlight several problematic aspects of online market research surveys (unspecified objectives, unknown probability of selection, non-response bias, accessibility and privacy issues) and suggest that any or all of these possess sufficient potential to destroy the credence of any research findings the online survey may generate. We conclude by outlining ways to maximize the utility of research findings of this increasingly popular mode of survey administration.