What are the main advantages of online market research compared with traditional market research methods? (e-commerce exam)

The online survey is open, the network information is shared, and the network transmission speed is also quite fast. Any netizen can participate in the online survey and check the results. The data source of online survey is direct, and software can be pre-programmed for processing. Therefore, in some online surveys, the survey results can be confirmed or displayed immediately once the respondents complete the filling. Through the survey results, enterprises can grasp the information in time and quickly, and change the survey content at any time according to the specific situation.

However, traditional market research takes a long time to reach a conclusion. For example, the statistical analysis of population sampling survey takes 3 months, while CNNIC (China Internet Network Information Center) only needs 1 month from designing questionnaires to conducting online surveys and publishing statistical results.

2. Convenience and economy

Whether for investigators or respondents, the convenience of online survey is very obvious. As long as the researcher publishes the questionnaire on his own website, the researcher can modify and supplement the questionnaire in time during the whole investigation process, and the respondents can give feedback quickly and conveniently as long as they have computers, modems and telephones. At the same time, investigators can sort out and analyze the feedback data quickly and conveniently, because the feedback data can directly form a database. This convenience greatly reduces the consumption of manpower and material resources in market research.

3. Interaction and sufficiency

The biggest advantage of the network is interactivity. Therefore, in the online survey, respondents can put forward their own opinions and suggestions on the relevant issues of the questionnaire in time, which can reduce the deviation of the survey conclusions caused by unreasonable questionnaire design. At the same time, respondents can freely express their original opinions online, and there is no time limit. Traditional market research can't do this. For example, in the interview method, the investigation time is short and cannot exceed 10 minutes, otherwise the respondents will be impatient, so the requirements for interviewing the investigators are very high.

4. Reliability and objectivity

Because visitors to enterprise websites are generally interested in enterprise products, the market research results based on customers and potential customers are objective and true, which largely reflects consumers' consumption mentality and market development trend. Respondents are completely willing to participate in the survey, which is more targeted; The filling of the questionnaire is voluntary, and the respondents are generally interested in the content of the survey and answer questions seriously, so the reliability of the survey results is high. In addition, the respondents conducted the survey in a completely independent thinking environment, which can ensure the objectivity of the survey results to the greatest extent and greatly avoid the deviation of the survey conclusions caused by human factors in traditional market research.

5. Not limited by time, space and region.

Online market research can be conducted 24 hours a day. For example, a home appliance enterprise uses traditional research methods to conduct market research nationwide, which requires the close cooperation of agents in various regions.

An Australian market research company once conducted an online survey of Internet users in seven countries, including China. Because they joined hands with the ISP of 10 and the online advertising website with high access rate, it was completed quickly, but it could not be done by traditional methods.

6. Testability and controllability

Using the Internet to collect online research information can effectively check and control the quality of the collected information. The online market questionnaire can be accompanied by a comprehensive and standardized explanation of indicators, which is conducive to eliminating the survey bias caused by unclear understanding or different explanations of indicators by investigators. The re-examination of the questionnaire is automatically implemented by the computer according to the set inspection conditions and control measures, which can effectively ensure the 100% re-examination of the questionnaire and ensure the objectivity and fairness of inspection and control. Through the identity verification technology of the respondents, fraud in the process of information collection can be effectively prevented.

7. More accurate statistics

In the processing of survey information, the online survey saves the extra coding input link, and the respondents directly input the information into the database in electronic format through the Internet, which reduces the omissions or errors in the data input process. With the cooperation of automatic statistical software, standardized statistical analysis can be completed in a short time.

8. Better secrecy effect