Research 2.0: Planning and Implementing Effective Web-Based Surveys

With the explosion of consumer-generated media, citizen journalists and consumer empowerment, opinion research is becoming an increasingly important building block of

communications strategies. It is often the best way to take the pulse of your target audience and then shape messaging accordingly; and, with the congruent growth of online

survey technology, it is also cost-effective. However, with all the pros of Web-based surveys comes a fair share of cons, thus making it essential for communications executives

to understand how to make their surveys - and the subsequent results - credible.