What is one major benefit of using online surveys in marketing research?

Using online surveys in marketing research offers significant convenience for respondents, which is a major benefit. This convenience is largely due to the ability for participants to complete surveys at their own pace and from any location with internet access. This flexibility encourages higher participation, as individuals can fit the survey into their schedule without the constraints often associated with traditional methods, such as in-person interviews or phone surveys.

Moreover, the user-friendly design of many online survey tools enhances the overall experience for respondents, making it easier and quicker for them to provide their feedback. This convenience can lead to higher quality responses, as respondents are more likely to engage thoroughly when they can do so in a comfortable setting and without time pressure.

While high response rates from targeted demographics can be a benefit of online surveys, it ultimately hinges on the survey's reach and promotion rather than the inherent method of administration. Thus, convenience stands out as a distinct and compelling advantage of online surveys in the realm of marketing research.