Statistical surveys are used to collect information about individuals within a population for the purpose of determining popular opinion. They are most commonly administered for the purpose of determining public opinion and stance on such subjects as politics and health, as well as for marketing research. Often, marketing geared surveys, in the interest of improving public participation, offer some type of reward to the participants in exchange for their time and effort. Such surveys are administered to any given number of individuals strictly on a volunteer basis and ask a collection of standardized and specifically tuned questions used to determine myriad things about the product to be marketed, as well as how best to go about it.

The major advantages to administering such a questionnaire include the ability to collect a very large information sample (further improved by the reward system), the versatility of these surveys in that they can be used to obtain almost any type of data that the collector requires, and the efficiency of the process. Paid surveys are simple to administer, especially online, and require a relatively small amount of funding to construct and make public, again depending upon the media used to administer the questionnaire. The value of the reward to the respondent, of course, will dictate just how much the survey costs in total, but the actual administration of it is fairly cheap by marketing and advertisement standards.

The results of these paid surveys allows the company responsible for administering the survey to make any necessary adjustments to the product itself and the advertising campaign associated with the product or service to better suit their audience and what will appeal to them on the basis of popular opinion. Due to the fact that the participants are rewarded for giving their time to the company, a larger number of samples can be collected from a wider variety of the population and therefore a wider view of public opinion can be obtained. Often, the benefits of these improved results well outweigh the cost of administering the survey and providing the rewards, and therefore it is an effective marketing technique.

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