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- Feb 2016
Over the past few years, the market research literature has reflected a concern about the quality of face-to-face market research as compared to online surveys and polls. Manfreda, Bosnjak, Berzelak, Haas, and Vehovar (2008) analyzed other studies that compared response rates from Web-based surveys to response rates of at least one other survey delivery method. Web survey responses were, on average, eleven percent lower than the other methods investigated. In their study of face-to-face survey responses as compared to online survey responses, Heerwegh and Looseveldt (2008) concluded that responses to Web surveys were of poorer quality and, overall, less suffi-cient than responses to surveys conducted face-to-face.
face-to-face surveying produces greater results than web-based surveys.