Some benefits to conducting online surveys are that they are faster, cheaper and more accurate than traditional research methods. Because information is gathered automatically, it is not necessary to wait for paper responses to be returned. Additionally, the company saves money on postage, and it is not necessary to allocate staff to enter information into a database. Responses are processed automatically, and results are accessible at any time.
Online surveys have a small margin of error because participants enter responses directly into the system, removing human error that might occur through the process of data input. It is then possible to analyze the information at any time, and it can be presented in graphs or tables.
Online surveys are also easy for participants to use, as they are able to choose the time that suits them to complete the forms. Online surveys are easier for researchers, as the data has the potential to be instantly transferred to specialized statistical software or spreadsheets for more detailed analysis.
Participants also usually provide longer and more detailed answers in online surveys, because they feel safe with the anonymity of the surveys. Online surveys also allow for ease in prescreening participants, making the surveys more selective.
Finally, the questions in an online survey can be changed or skipped depending on the answer to a previous question. This allows the survey to be tailored to each participant.