If you’re dissatisfied, do you make your feelings known or do you tend to keep your opinion to yourself for fear of causing offence or creating a scene? Let’s face it, many of us will only give vent to our true feelings behind somebody’s back!
The British are, of course, known for their reserve. However, it would appear that we’re not alone. A study by Survey Sampling International has concluded that online surveys allow subjects in some countries to be more honest when answering questions than they would otherwise be.
Many respondents in Asian countries avoid being critical, which means that the results of face-to-face interviews can often be skewed since they don’t want to openly offend the interviewer. It would seem that respondents in China, in particular, voiced stronger opinions when questioned online than when quizzed face to face.
Of course, B2B International has long been at the forefront of online research – be that web surveys or online focus groups. The anonymity or perceived anonymity of online research increases respondents’ willingness to be open and honest, which is one of the major benefits of this particular research technique. Other advantages include:
- Higher speed and lower cost of information gathering
- Improved data accuracy levels
- Access to respondents across wide geographical spreads and/or time zones
- Volume and depth of information generated
For more information on online research methods or about talking to the Chinese market, see our white papers: