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HTML Survey Definition

A questionnaire that is hosted and completed online using HyperText Markup Language (HTML). Also called online interviewing, Web interviewing, internet interviewing, web survey or CAWI.

An HTML survey in marketing research is an online survey created and hosted in Hypertext Markup Language, or HTML. In addition to being written in this computer language – the standard markup language on web pages – the questionnaire collects data and opinions from participants through HTML. This process is also called online interviewing, web interviewing, internet interviewing, web survey or CAWI. HTML surveys can include a variety of questions, such as multiple choice, open-ended and rating scale questions. With the capabilities available with the computer language, the questionnaires can be presented in a visually appealing and interactive format on web browsers. Advantages of HTML surveys include the ability to provide dynamic and interactive question formats, which can increase participant engagement and reduce survey fatigue; ease of online distribution and the possibility of efficient data collection, automated analysis and quick reporting of results.

Who relies on HTML surveys?

Marketing professionals, product managers and researchers create HTML surveys to collect data on consumer preferences, opinions, behaviors and feedback related to products, services and marketing campaigns. What’re more, researchers, businesses and organizations use online questions to gather insights from target audiences.

Most marketing researchers now use survey platforms that generate surveys in HTML but handle coding, logic and mobile optimization automatically. Researchers rarely hand-code surveys unless they need very custom features.

Why should I care about HTML surveys?

HTML surveys aren’t gone -direct hand-coding is niche, used for advanced customization rather than everyday projects. HTML surveys directly connect marketing professionals and organizations with their target audiences. 

Even if researchers don’t touch the code themselves, HTML drives:

• Audience connection  
• Flexibility and customization  
• Cross-device reliability  
• Data quality