Using Web Surveys To Determine Audience Characteristics And Product Preferences

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.