What is a Web survey?
- Content Type:
- Glossary
Web survey Definition
A questionnaire that is hosted and completed online. Also called online interviewing, Web interviewing, Internet interviewing, HTML survey or CAWI.
A web survey is an online data collection method used in market research to gather information from respondents through internet-based questionnaires. These surveys can include closed- or open-ended questions and are designed to measure consumer opinions, behaviors, preferences and satisfaction. Web surveys are typically self-administered and can be distributed via e-mail, social media, pop-ups or direct links on websites.
Who uses web surveys in market research?
Web surveys are a go-to tool for market researchers, brand managers, academics, UX teams and marketing departments. They’re used by both B2B and B2C organizations seeking fast, scalable insights. Researchers who need to reach large, geographically dispersed audiences – or those needing cost-effective solutions – often turn to web surveys to fulfill research objectives such as brand tracking, customer feedback or concept testing.
Why are web surveys worth your attention in research planning?
Web surveys offer convenience and reach that few other methods can match. If you're designing a study that requires rapid turnaround, broad demographic access or automated data capture, web surveys allow you to streamline the process from distribution to reporting. Their flexibility also supports multimedia elements, complex skip logic and real-time data visualization – all of which contribute to more robust and nuanced insights.
What makes web surveys important?
Web surveys are essential because they combine speed, scale and affordability. They help organizations:
- Reach respondents across devices and geographies.
- Capture quantitative data quickly.
- Analyze trends in real time.
- Automate routing and logic for personalized experiences.
As more consumers move online, the ability to gather insights through digital means becomes increasingly critical for staying competitive.
When should web surveys be used in research?
Web surveys are ideal for projects requiring high-volume feedback, longitudinal tracking or exploratory research across broad segments. They're especially useful when you need data fast – such as during campaign launches, market shifts or product development phases. However, they may not be ideal for reaching offline populations or for topics requiring deeper qualitative engagement.