What is a primary advantage of online surveys in marketing research?

The primary advantage of online surveys in marketing research is their speed and cost-effectiveness. Online surveys enable researchers to gather data quickly, as they can distribute the surveys to a wide audience almost instantaneously through email or social media platforms. This rapid deployment of surveys helps in obtaining timely results, which is essential for making informed marketing decisions.

In terms of cost, online surveys typically require fewer resources compared to traditional methods like face-to-face interviews or phone surveys. They eliminate expenses related to printing, mailing, or hiring interviewers, thus allowing organizations, especially smaller ones with limited budgets, to conduct comprehensive research without significant financial investment.

This combination of speed and cost efficiency makes online surveys a favored method in marketing research, especially when researchers need to analyze consumer feedback or market trends promptly and within budget constraints.