Concerns about inadequate sample
representation and control, as well as perceived lack of confidentiality, have so far kept many market researchers from trying online research. Yet interest in online research is increasing, with many researchers
planning to use this untapped survey medium in 1999. The key benefits of online research, respondents believe, are its potential as a new technique, low cost and fast turnaround time. These advantages may eventually
outweigh the purported disadvantages, leading to more online research in the future.
Methodology
Between January 1997 and October 1998, 38 market researchers completed Rockbridge's online benchmark survey.
The survey's purpose was to assess attitudes and usage related to online research. Most respondents work for research suppliers (37%) or companies (29%). Other respondents are employed by a variety of organizations,
including non-profits, consulting firms and educational institutions. More than half (55%) are employed at corporations with 50 or fewer employees, and 63% work for American (i.e. non-international) organizations. Note:
Given the small sample size, these findings are directional only.
Detailed Findings
Online research hasn't caught on.
Most of the researchers surveyed (74%) have not conducted any research over the Internet. Among who have done online research, the most common types are Website surveys and e-mail surveys.
Most firms are spending little of their budget on Internet research.
Company research budgets and supplier sales range from under $50,000 to over $5 million. Over half (58%) of those surveyed have $250,000 or less in budget/sales, and 37% have budget/sales of $1 million or more. Three-fourths of the researchers surveyed spend 10% or less of their budget on online research (see piechart).
