Online surveys are an extremely effective way to test a product opportunity, gauge public opinion or assess customer satisfaction. According to Kevin Mabley, Research Director for Cyber Dialogue, "The most common use is testing Web sites, getting reactions to a Beta or live site. The great thing is we can send them to the competitor's Web site for a comparison, which is not something you can do in traditional media." Internet marketers have been using three principal techniques to solicit survey responses: e-mail broadcasts, pop-up windows on their Web sites, and banner ads. In terms of response rates, traditional banner ads pale by comparison to targeted e-mail and random pop-ups, which can achieve results as high as 70%.
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