Resumen
This article focuses on the usefulness of Internet surveys. Internet surveys are cheaper and faster to carry out than postal surveys, and their electronic format facilitates analysis. Research results via the Internet can be collected around the clock from individuals who may be difficult to contact or unwilling to participate using traditional research methods. Incentives can be useful for conducting Internet surveys, and many see an exchange culture emerging, because Internet users may not be willing to give personal information without getting something in return. Posting on newsgroups may be a good method to recruit participants for online focus groups, where large numbers are not required, but characteristics of respondents are important. Using banner ads on appropriate sites can successfully target survey respondents. The main drawback of targeting survey respondents via the Internet is the anonymity of respondents. Multiple submissions can also be a problem as they invalidate data, and on the Internet they may be easier to create. Researchers must keep practical and ethical issues in mind when searching for survey respondents over the Internet.