Online surveys vs. online observations : a comparative analysis of online research methods and their impact on brand management

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand management is being analyzed. Online surveys are the digital version of the classical, interview-like survey used for ages in both science and market research. There exist several subtypes, mostly differentiating by the specific medium they use to reach the addressees like web sites, emails or social media. The other method, online observations, are also available in varied forms. Typically, observations in the purpose of market research are conducted without the knowledge of the test subjects, e.g. through website analytics and social media monitoring. The article shows that both methods can deliver a substantial impact on brand management. The formation of generalized rules when to pick one or the other is not possible due to the highly individual frame conditions in brand management.