Why are online surveys gaining popularity in marketing research?

Online surveys are gaining popularity in marketing research primarily because they reduce costs and improve speed. This method allows researchers to gather data quickly and efficiently, often eliminating the need for physical materials and postage that come with traditional surveys. By leveraging digital platforms, companies can reach a larger audience at a fraction of the cost, facilitating faster data collection and analysis.

In addition to cost savings, online surveys can streamline the process of data compilation. Responses can be collected in real time, allowing marketers to access insights almost immediately after the survey concludes. This quick turnaround is crucial in a fast-paced market environment where timely information is key to making informed decisions.

The other choices highlight characteristics that do not align with the benefits of online surveys. For instance, suggesting that they are complex to analyze overlooks the advancements in data analytics tools which simplify this process. Likewise, lower response rates and reliance on traditional mailing lists are attributes of older survey methods rather than those of modern online surveys, which typically enjoy higher engagement and response levels due to their accessibility and convenience.