Final answer:
Marketing researchers are using online surveys due to the difficulty in reaching younger demographics with traditional methods and the advantages of cost and speed that online platforms offer.
Step-by-step explanation:
Marketing researchers are turning to online surveys to collect primary data for several reasons. Firstly, there has been a decreasing response rate to traditional survey methods, particularly among younger demographics who are more difficult to reach through conventional means such as face-to-face or telephone surveys. An increasing number of people have longer work hours, longer commute times, and higher mobility, which makes it challenging to contact them. Moreover, the emergence of mobile and internet technologies has made online surveys a more viable option. These surveys can be distributed quickly and widely, allowing for a potentially large and diverse sample. They can also be easily accessed by respondents at their convenience. Despite challenges like the potential for a person to respond multiple times or misrepresent their demographics, many companies accept these risks in order to engage with younger demographics and to collect data that reflects current trends and behaviors. Online surveys offer cost advantages and speed over traditional methods. They can be analyzed more rapidly than paper-based surveys, and the data can be automatically input into databases for analysis. Nonetheless, there are complexities involved in designing these surveys to effectively run on various browsers and handheld devices. Therefore, while online surveys present certain challenges, the benefits often outweigh these issues, especially when trying to tap into the insights of younger, tech-savvy populations.