CAWI survey in practice - pros and cons

The Internet is used by 73% of adult Poles, according to a survey conducted by CEBOS in 2021 (a 5 p.p. increase in those using it compared to 2020). So it is not surprising that companies hoping for more profit are moving (partially or completely) their sales to the web. It is worth noting, however, that competition in the onlline is exceptionally high - companies do not compete only locally, as is the case with stationary sales, but globally. The Internet is becoming a place of competition for customers, brands are communicating with their (also potential) customers, so a pro-client approach is becoming so important.

Various types of research are coming to the rescue. According to the Pollster Research Institute, the most popular are those conducted by CAWI (Computer-Assisted Web Interviewing), i.e. directly online. Most often, a respondent comes across a survey while browsing a website after fulfilling specific, predefined conditions; in addition to such a scenario, it is also possible to send a link to the survey via email, text message or QR code.

Since this method is the most popular, what are its advantages?

Low cost:
From designing the survey through piloting, data distribution, and easier and the possibility of survey continuity and faster analysis of results.

Time savings:
It is relatively quick to collect the necessary data and spend less time on analysis, since most often the results are sent in real time to the database. Which means that while the survey is in progress, the first conclusions can already be drawn.

Scale of the research:
Access to a large number of respondents, the possibility of conducting surveys on a large scale, collecting a large amount of data. But also the possibility to survey only a specific group - thanks to filter question settings.

Survey continuity:
ability to analyze trends and predict consumer behavior based on accurate analysis of survey results.

Survey flexibility:
in addition to the ability to manage the survey in real time (make changes, even if only adding/deleting questions or changing the shape), there is also the possibility to set a personalized path in the survey for the respondent, depending on his/her answers.

Expanding the survey with additional materials:
the survey, in addition to simple text questions, can include interactive response options, but also visual, audio or video materials. This gives the researcher the ability to create any survey.

Linking survey results to external data:
it is possible to link the results to user behavior on the website. In addition, it is possible to enrich the analysis with external data, for example, from Google Analytics or other surveys.

Survey personalization:
in addition to being able to program different types of questions, you can also personalize the survey to be visually consistent with the brand. A visually appealing survey is more likely to be filled out.

Wide range of research possibilities:
CAWI survey can be applied to a wide variety of research - from marketing, branding, market preference, satisfaction, loyalty, product or UX research it can also be treated as an internal tool, thanks to which the researcher can find out the mood of the company but also the expectations and needs of employees.

Each method also has its limitations, which you need to be aware of to avoid unwanted mistakes. So what are the potential problems you may encounter when using this method?

Representativeness:
Possible deviations in the representativeness of the survey sample (overrepresentation of women and underestimation of older age groups).

Conversion:
possible low conversion from survey invitation to actual participation.

Survey abandonment:
possible high percentage of surveys not fully completed.

Skewed results:
often surveys of this type are often filled out by people who want to share an opinion that is extreme (it doesn't matter if positive or negative).

Marketing consents:
In many cases, marketing consents are needed from the service user in order to send them a survey or process individual data - an additional limitation.

It is also important to keep in mind the respondents' level of satisfaction during and after completing the survey. The advantages of CAWI surveys far outweigh the limitations of the method. Many of the disadvantages described above can be eliminated through careful and professional survey design.