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Advantages
- Respondents can complete surveys at a time most convenient to them.
- The survey does not have to be completed all at once. Ability to come back to uncompleted survey at the point where respondent left off.
- Respondent can give more thought to an answer.
- By far the best method for conjoint or discreet choice surveys.
- Can show images to help respondent visualize options.
- Lower cost than a live agent interview over the phone.
Disadvantages
- Some type of incentive is usually needed to convince respondents to reply.
- Takes longer to complete a project.
- More difficult to set quota by different segments.
- More difficult to obtain a sample that represents the entire population.
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