research tools and resources
	Online research advantages: Very low cost per response. No opportunity for interviewer to influence respondent's answers. Respondents can have time to think about their answers. Can include supporting materials, such as illustrations and multimedia. Can employ skipping/branching, data validation, required answers, etc. to minimize errors and respondent manipulation. Rapid turnaround - initial results can be available within 24 hours of fielding survey. Especially effective with technology-oriented respondents.
	Online research disadvantages: Lack of email addresses can make it difficult to achieve representative sample. Need to be careful that invitations are not blocked by spam software. Respondents will typically not spend a long time completing an online survey. (return to resources menu)
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