Standard Article

Web Surveys

Part 2. Marketing Research

  1. Tuo Wang

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02042

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Wang, T. 2010. Web Surveys. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. Kent State University, Kent, OH, USA

Publication History

  1. Published Online: 15 DEC 2010


Web survey is a method of collecting survey data electronically using the Internet. As the percentage of households having access to the Internet rapidly increased, web surveys are becoming a popular method of collecting survey data. Not only is it the cheapest method of collecting survey data, it is also the fastest in response time. Unlike other methods such as mail or telephone surveys, it also allows the incorporation of audiovisual stimuli in the survey. The presence of many commercial companies providing easy-to-use software to design the survey and manage data collection has further increased popularity of web survey. A significant advantage of using the web survey is that the technology allows the generation of tables of data without going through the task of coding and typing responses from each survey. There are, however, still concerns regarding representativeness of sample since certain segments of the population may not have access to the Internet. Another concern is the potential to compromise security. Nonresponse bias is also an issue due to a low response rate resulting from misuse of the survey.


  • web survey;
  • Internet survey;
  • e-mail survey;
  • online survey;
  • data security