The Concept of Internet-based Data Collection
Data collection has the primary objective to collect valid or reliable data. The statistical analysis of the data helps the researchers to make crucial business decisions. The internet-based data is easy to collect, cost-effective, low probability of errors, and can be self-administered. Online data is a source of customer or market-related information for the companies. Companies receive information relating to customer feedback and competitor’s business strategies that help companies to formulate and implement their marketing tactics. In today’s globalized world, multinational companies operate in wide geographical regions, and it is difficult for them to monitor the overall progress in all the regions. Internet-based data collection is diverse and includes people from every region, culture, and demography. It helps companies to gather real-time data effectively and efficiently to change their manufacturing and marketing strategies as per the dynamic market. Thus, the inherent benefits of cyber research are the primary reason that the companies prefer it over physical (in person) surveys.
Key Features and Aspects of Online Data Collection
According to customer satisfaction surveys, asking customers how a business is performing to deliver results is an effective customer retention strategy. People remain loyal when the companies address their issues. Data collection is usually done through sample surveys, opinion polls that use questionnaires (either open or close-ended questions) to seek respondents’ feedback.
The questions should not be of leading nature, and they should not be guiding the respondents to think or choose a particular option.
The questionnaire should include generic or easy questions at the beginning, followed by specific questions.
The multiple-choice questions should be mutually exclusive to avoid overlapping in answers. Specific questions are more likely to receive better feedback from respondents. Confusing industry-related or technical terms such as bits, MB’s, and acronyms can confuse respondents. Therefore, the language, words, and tone of the question should be simple and lucid to receive respondents’ feedback.
The questions should not breach the privacy limit to avoid the feeling of intimidation among the respondents. Intrusive questions related to income and status, religious, and political beliefs should always be avoided.
Long questions should be avoided to keep the survey attractive and less time-consuming for the respondents.
Surveys and the response of companies via the data analysis induce positive feelings among the customers. Data collection and analysis help the brands understand the market environment to increase their brand positioning and awareness generation efforts. Some brands use data collection methods to convey their vision and purpose to the respondents. Companies strengthen their interactions with customers and reinforce customer’s loyalty to the company via the data collection process. Thus, online information collection is a bi-directional method to share a company’s message with customers and customer feedback.
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