The document compares online and face-to-face surveys, noting that online surveys are easier, cheaper, and faster to conduct. Online surveys tend to work better for higher income, management-level, and specialist audiences, while face-to-face surveys work better for lower income and elderly respondents. The document lists advantages for each survey type and cites multiple sources comparing online and face-to-face survey data.

6. Easier
Cheaper
Faster

8. Source: Comparing data from online and face-to-face surveys - Bobby Duffy and Kate Smith (MORI
Online) and George Terhanian and John Bremer (Harris Interactive)

12. Better online:
• high management
• high income
• specialist audience
Better face-to-face:
• lower income
• elder

19. Source: Responding to sensitive questions in surveys: A comparison of results from Online panels, face to face, and self-
completion interviews.

23. Source: Comparing data from online and face-to-face surveys - Bobby Duffy and Kate Smith (MORI
Online) and George Terhanian and John Bremer (Harris Interactive)

25. Source: Comparing data from online and face-to-face surveys - Bobby Duffy and Kate Smith (MORI
Online) and George Terhanian and John Bremer (Harris Interactive

31. ATTENTION:
MUST BE ONLINE
•
•
•
•
•
•
•
•

32. ATTENTION:
MUST BE FACE-TO-FACE
•
•
•
Source: Comparing data from online and face-to-face surveys - Bobby Duffy and Kate Smith (MORI
Online) and George Terhanian and John Bremer (Harris Interactive)

33. ATTENTION: