As with any method, online research has advantages and disadvantages. As with other methods, different research organizations have different capabilities and personalities in how they conduct online research, and this is particularly true in the new field of online research. Although online research might intuitively appear to greatly reduce some costs, keep in mind that other costs will increase. Online research can in some cases eliminate the need for travel and lodging, research facility rental, and a professional interviewer, but these costs are somewhat offset by a greater investment in the preparation of visual stimuli, in programming online surveys, and such. They also do not have to travel between geographically dispersed cities in order to complete a study.
Data collection can begin almost immediately after approval of a topic guide.
Simultaneous interviews can be conducted from any geographic location within days of the start of the study. Recruits can participate in the study immediately after being recruited. Data collection can be completed within days of recruiting. Online data can be processed, analyzed, tabulated, formatted, accessed, and displayed in real time from almost anywhere at the convenience of the client and the researcher. Data processing and analysis can be automatically concluded with participation of the last recruit.