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Internet vs. Telephone ... The Strengths (Part 2)

Following up on our earlier discussion on the value of Internet vs. telephone surveys (Issue #5), which should you choose for a particular survey? The answer depends upon many factors: your strategic initiatives, the information you need, who you are surveying, available sample, budget, etc. Since all of these things can vary from company to company and project to project, it is most important to understand the strengths and weaknesses of each methodology. In this issue, we will look at strengths of each.

Following up on our earlier discussion on the value of Internet vs. telephone surveys (Issue #5), which should you choose for a particular survey? The answer depends upon many factors: your strategic initiatives, the information you need, who you are surveying, available sample, budget, etc. Since all of these things can vary from company to company and project to project, it is most important to understand the strengths and weaknesses of each methodology. In this issue, we will look at strengths of each.

Strengths of the Internet survey methodology:

  • Lower cost, especially as sample gets larger

  • Accommodates complicated questionnaires (i.e., skip patterns, constant sum)

  • Accommodates complicated studies (i.e., conjoint, card sorts)

  • Provides ability to show visual stimuli

  • Data collection can be extremely quick

  • 24/7 survey availability is convenient for all types of respondents

  • Pre-recruit panels provide very quick access to low-incidence groups

  • Basic survey results can be made available real time

  • Questionnaire can easily be translated and conducted in multiple languages

Strengths of the telephone survey methodology:

  • Random Digit Dialing (RDD) provides a truly random sample

  • Interviewers can find qualified respondents in the absence of full contact information

  • Interviewers can do in-depth probing of respondent on key issues

  • Interviewers can engage difficult respondent groups and complete the survey

  • Specific survey responses can be recoded and used as a training tool

  • Relatively low cost, although not as low as an Internet survey (see issue #5)

  • Generally fast data collection, although typically not as fast as an Internet survey

  • Can provide a more personal touch for the respondent

  • Fairly robust in the types of questions that can be administered

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