subject: The Effect Of The Internet On Market Research [print this page] The internet has changed our world in so many ways, it is not surprising that market research would be one of them. Before the internet, markets had to work very hard to compose focus groups or research panels that would help them determine how to market their products.
Now, these companies no longer have to work to find people, because people are finding them. The concept of only cash surveys, or surveys for prizes and rewards, has excited people enough that they are volunteering on a regular basis to participate in market research.
Participating in the paid surveys group is easy enough. If you are part of a specific market being targeted by an advertiser, you will be sent a survey to complete. If you successfully complete the survey, you will be given a cash reward.
Sometimes you will be unable to successfully complete surveys either by not responding within a specific time frame, or by being disqualified from the survey by an answer you give at some point. Often times, if you cannot complete a survey, you cannot receive compensation.
In addition to paid survey groups, the internet also helps companies put together focus groups. Online, you can look at pictures of packaging, read slogans or ad campaigns, and give your impressions to the company. Like only cash surveys, you receive a monetary award for doing this.
Companies may also ask you to participate in trial offers in return for money. These are more complicated, however, because if you do not cancel the trial in time, you often end up paying money out of your own pocket.
Many people wonder if a company paying for your opinion is not a conflict of interest. But often the company who needs the research done remains anonymous, as they hire someone else to conduct the research for them
Since the company is anonymous, it is usually the case that you can complete many cash only surveys without actually knowing what company the information is going to. This is a much better way of conducting research, because then the responders cannot be biased for or against someone in their answers.
That leaves us to wonder whether or not the consumer benefits from this type of market research. On the one hand, we can get paid for participating in the research. In addition, we can also tell companies when we find specific ad campaigns annoying or offensive.
But we are also giving companies the information they need to better sell us their products, without actually making their products better. In the long run, the better argument may be that the company receives many more benefits from this research than the consumer.
