Using Web Surveys To Determine Audience Characteristics And Product Preferences

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Jane Hass Philbrick
F. Ruth Smith
Barbara Bart

Keywords

internet research, web survey, internet sampling, web opinion survey, web survey methodology

Abstract

A web survey is a cost-effective and efficient method to use when measuring the characteristics of an audience and developing or testing new product concepts.  This paper reports on the use of a web survey by a start-up media/internet firm, Farmers’ Almanac TV.  The results indicate that using email to contact respondents from a client list results in data which are of excellent quality and quickly obtained.

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