This is an attempt to study the meaning, the need and method of survey in consumer industry, especially web-based survey. Some advantages and drawbacks are also listed.

Survey is a market research tool. It gathers opinion from consumers on the given aspects of a product under survey and defines the verdict. The trade needs this tool for picking up vital leads to plan new venture, business expansion, product betterment, merger, diversification etc.

Survey employs “sampling technique”. viz. a select group to represent the cross section of consumers for collecting the requisite size of data. The survey begins with the consent of the consumer after explaining its spirit and intent .A questionnaire is placed before the consumers for their honest response and their feedback – opinion, views, comments etc. – is analyzed to project the findings. Opinion Polls, Popularity surveys, Product Surveys, Population Surveys, Telephonic surveys for personal or home loans etc. come under the term survey. These are conducted either online or off line.

Web based Online surveys are completed in real time without personal contact, sooner than other surveys. It can also use audio-visual and image highlights features which boost the response rate. Data is intact; it is tamper proof. It involves minimum staff and travel. Being efficient and cost effective there is s scope for enlargement of the sample size without extra expenditure. Moreover online data facilitates application of latest software for analysis and formulation of result. Overall credibility of the survey result is thus guaranteed.

Recognition of consumers’ right, improvement in consumers’ awareness, product betterment and likely gifts, rewards and prizes are some gains.

Some companies do not adhere to privacy policy and may pass on the survey data to their affiliates or associates. Access to contact details may result in disturbances like unsolicited inquiries by phone, surface mails, emails or even personal threats. Hoax, or scam survey is a nemesis. These are major disadvantages. The consumers are therefore cautioned to check the credentials of the companies before registration in their own interest.