Final answer:
Online surveys are favored by marketing researchers because they are cost-effective, time-efficient, and can reach large samples quickly, which is crucial for generalizability. Option B
Step-by-step explanation:
Marketing researchers are increasingly turning to online surveys to collect primary data for a multitude of reasons. One significant advantage is that online surveys are more cost-effective and time-efficient compared to traditional methods like face-to-face interviews or mailed questionnaires. This efficiency is not just in terms of money but also in the speed at which data can be gathered and processed.
Despite potential issues such as respondents with multiple email accounts affecting the data's integrity, the method's reach, especially among younger demographics, makes it necessary for accurate data collection.
Furthermore, while online surveys may not necessarily have higher response rates or eliminate the need for informed consent, their anonymity can lead to more honest responses, especially on sensitive topics, thus providing both quantitative and qualitative data.
Even though the information depth might be more limited compared to in-depth interviews or case studies, online surveys allow for the collection of data from a larger sample, thereby enhancing the generalizability of findings. They can be distributed widely and quickly, which is ideal for social science research, business market research, and other fields where large sample sizes are beneficial. Option B