On-line surveys collect opinion and attitudes of the Natural Population of the target site. These surveys answer questions that tracking alone cannot answer.
The Different Types of On-line Surveys
1. Screening Surveys
Responses from on-line surveys are integrated with Internet tracking data and are stored in a single source database. Top line results from on-line surveys are available to clients at the same time as the data are being collected via the iResults feature.
Which to Choose? On-line Opinion Vs. Tracking SurveysMostly, the two represent exclusive domains of knowledge.
On-line surveys are a poor substitute for tracking data. Why? On-line surveys rely on recall and Internet behavior is too voluminous and complex for Internet users to recall accurately. Comparing the two in methodological experiments shows that recall data significantly inflates Internet behavior e.g., registers more Internet hours per day, more visits to target site, than is revealed in behavior tracking.
Tracking data on its own is insufficient because no qualitative dimension to the behavior experience is provided. The target site may be visited for a long period of time during an average visit. This could be a sign of "stickiness". Or, it could be a statement of frustration at not being able to find what visitors are looking for. A timely, on-line survey is the only way to resolve this question.
Most importantly, tracking data provides fundamentally important statistics that relate to:
how often visitors return to a web site
iDiary - Internet Measurement system is a product of ViewStats Research Inc.