The term online research describes the use of the digitally connected world to investigate and better understand specific topics. This broad description includes various categories of research activity. As far as this guide is concerned when we refer to online research we are actually referring to Online Surveys sometimes also referred to as Internet, Web or E-Surveys and occasionally, although not very accurately, as Email Surveys.

More formally the technique comes under the category of automated Self-Completion using online technologies and is considered to be a quantitative research method. In other words a technique that enables those participating in the research to do so under their own steam whilst modern, Internet technologies manage the process for us. The ultimate aim of the exercise being to measure and provide evidence to support our understanding of the topic being studied.

Online research can be employed alongside other more traditional techniques within a research programme such as telephone interviewing, focus-groups and one-to-one interviews as part of a mixed methodology approach. Increasingly though, as acceptance of and confidence in online research reaches a tipping point it becomes a valid stand-alone methodology in many studies. This is particularly so where the cost of traditional alternatives becomes prohibitive in respect to the added value they can deliver.

For the record here are a few other types of research activity that can be accomplished online although we won’t examine them in any more detail in this guide.

• Online Desk Research. Describes the majority of World Wide Web (www) usage. Namely the use of already published information to investigate a topic. You don’t need to be a trained researcher to undertake this type of online research. Examples include using Google to research holiday destinations or the market share of a particular product.
  
  
• Digital Behavioural Research. Whatever we do in the online world leaves a digital footprint. Researchers can gain valuable information from analysing and understanding how people move through the digital world and what they do along the way. The value locked away in a billion log files around the world is balanced by the need to provide security and privacy as evidenced by the likes of the Data Protection Act
  
  
• Online Qualitative Research. When researchers need to understand and discover, (as opposed to measure and provide evidence), they reach into their qualitative tool-bag. In the online world this can take the form of an online focus-group, the bringing together of a group of people digitally for discussion and interview. The appeal of this technique is limited by the fact that it largely by-passes many of the human qualities which are often needed for this type of research to be successful.