Since the end of the nineties TNS INFO Research carries out an increasing number of online surveys (CAWI – a self completion questionnaire shown online).
This method has gained importance in the marketing research industry as a whole and is the third established research method in the U.S. and Europe.. With more than two thirds of the Austrian population having internet access and consumer panels with several thousand panelists “close to representative“ samples are possible – although one always has to consider that the group of people without internet is still not covered. Another argument one always should consider is that online research is based on self-completion questionnaires. This also limits the accessible population, as experience shows that people with lower education level, many foreigners or older persons are rarely accessible – the barriers to participation are too strong.

Therefore, for every single project one should ask whether it makes sense to carry out the survey online. A decision which is purely based on price and quick timings can be a serious mistake. On the other hand, particular target groups may be even better available compared to “conventional” methods (e.g. Teens, technically advanced persons, business samples which are distributed across several countries).

Despite of all quality concerns from scientists and clients, CAWI has paved its way due to attractive prices and short fieldwork timings. This can be seen on the growing number of consumer panels. A temporaryexception is the Eastern European countries, as internet penetration is too low. 
Of course CAWI surveys have increased quality over time, based on more experienced panelists, technical developments, and the pure higher number of panelists. The biggest panel providers in the world nowadays have access to a few million participants. Moreover, the simple fact that clients strive for higher sample sizes (as cost for field is lower) implies an increase in reliability of data. 

TNS INFO Research puts its focus – as with all other sorts of data collection (CAPI, CATI) on a high quality offer and methodological correct approaches. Together with our panel partner, Lightspeed Research we stick to especially high quality standards, from recruitment of panelists toconduction of fieldwork to putting the final details in all technical aspects.

We would be pleased to inform you more detailed of these quality criteria. Please contact us – we are happy to advise you! As a registered client you can also download related documents in our client area – for registration please send a short message to: office(at)tns-austria.com

Which types of Online-research are currently used?

CAWI survey with Online-Access-Panel
The CAWI survey is the most common. The questionnaire is programmed as a web-based application anddata is collected on an underlying database. The respondents are recruited from a pool of people (Online-Access-Panel), whereas more than one panel can be used as well. The respondents are invited via email and get a small incentive for their participation.

Advantages: cost-efficient, quick fieldwork possible, easy handling even for larger sample sizes, longer questionnaires (up to the length of CATI questionnaires) possible, international projects can be co-ordinated centrally, certain particular target groups can be contaced more easily, multimedia-based contents can be shown.
Disadvantages: restricted representativeness of sample, lower field quality control possibilities, complexity of questions is limited as questionnaire is done by self-completion.

CAWI survey with “closed“ target group
In this approach the questionnaire is programmed web-based with data collection on an underlying database. The target group is exactly defined and exclusive (e.g. clients of a company, which are invited to rate this company by means of an online questionnaire).

Advantages: cost-efficient and quick fieldwork, even with rather small samples; fieldwork can be extended to several countries or longer periods without high extra cost, making especially business surveys much more efficient, multimedia-based contents can be shown.
Disadvantages: Probability of sample biases is higher compared to telephone surveys, as online research must rely on active participation of the target group, not every target group can be accessed online, length of interview is restricted (stronger than with other methods as self completion questionnaire).

Mobile surveys
In this case, the questionnaire is programmed in the same way, however it’soptimized to show the content on small mobile phone displays. A former, not very usable approach of this survey have been SMS surveys, nowadays more and more web-based solutions come up. Potential respondents are persons with appropriate mobile phones, which are either members of online panels or recruited ad-hoc in another way.

Advantages: very quick fieldwork, young, mobile target groups can easily be accessed.
Disadvantages: Questionnaire can only be kept very short and simple, high quality standards cannot be fulfilled with this approach – possible for simplest pre-screening, to gather first information in time trouble.

Weblogs
Within qualitative surveys weblogs for special questions are set up and analysed afterwards. Moreover, existing weblogs can be analysed as well. Participants can be recruited specifically and get incentives for long(er) lasting participation.

Advantages: New qualitative approach, especially for basic research with longer fieldwork period, high motivation of participants, information of younger target groups can be collected in a very biotic way.
Disadvantages: Can only be used for special target groups, especially younger persons and persons dealing with weblogs in private life, very open and thus less guided / controlled approach, short-time projects are not possible.