Trends Report

Online Survey Tools Gain Ubiquity

Users Coalesce On Key Vendors For Simple Survey Projects

November 28th, 2007
TJ Keitt, null
TJ Keitt
Brad Bortner, null
Brad Bortner
With contributors:
April Lawson , Ellen Daley

Summary

Market researchers today are using online surveys in droves — in stark contrast to previous models of software package use and pure outsourcing. Why? They are quick, inexpensive, and offer advanced capabilities along with the growing availability of online panels. Vendors are meeting market researchers' needs, but all have almost identical capabilities. We recommend that users who need simple surveys use market leaders SurveyMonkey.com or MarketTools' Zoomerang; there is little to be gained from doing a comprehensive evaluation in an undifferentiated market. For complex surveys, market researchers should spend more time developing a list of vendors, which should include Confirmit, MarketTools' zTelligence, SPSS, and Vovici.

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