Internet surveys provide an efficient and inexpensive means of collecting marketing information from a large number of people. Internet surveys are often used to collect demographic information and viewer opinions regarding products, services, or core issues. Researchers may either post SURVEYS on websites or e-mail them to potential respondents. However, there are both advantages and disadvantages to the use of INTERNET and e-mail surveys. Perhaps the most important benefit of using Internet or e-mail surveys is that both types of surveys are inexpensive. Without printing, paper, and mailing expenses, these surveys typically are more cost-efficient than their traditional paper counterparts, MAIL SURVEYS. In addition, Internet and e-mail surveys can reach a very large and potentially diverse group of people who otherwise might not be accessible for survey research. For example, Internet or e-mail surveys may be the best way to reach people with specific characteristics or backgrounds, such as highly intelligent members of the population, people with unusual illnesses, or people from different countries. The use of these types of surveys also allows researchers to collect information around the clock, as the respondents choose when they wish to complete the survey. However, Internet and e-mail surveys do have disadvantages. Although they allow researchers to reach unique groups of people, the typical Internet sample is not representative of the general public. For instance, current Internet samples tend to include more men than women and are restricted to people who have Internet access. To the extent that some people either cannot afford computer access or tend not to use the Internet, such as people from lower socioeconomic levels and the elderly population, certain groups may be excluded from an Internet sample. In addition, Internet and e-mail surveys offer researchers less control over who completes the survey. Several potential participants may use the same e-mail address, and any one participant may use multiple computers. Technical variation in computers, monitors, browsers, and Internet connections also may affect responses to any given survey. Recent research suggests that there is a high attrition rate for Internet surveys, which means that although many participants may start the survey, many do not complete it. Finally, there is typically no opportunity for participants to ask the researcher any questions, as they might in a TELEPHONE SURVEYS or PERSONAL-INTERVIEW SURVEYS. There also are important considerations for researchers when choosing between Internet and e-mail surveys. Although e-mail surveys tend to be simple to construct and easy to distribute, most are limited to plain text. Many standard QUESTIONNAIRE-layout techniques, such as tables and GRAPHS, either cannot be created in an attractive format or viewed properly as an attachment file. E-mail surveys are also restricted to people with e-mail accounts, the currency of which must be updated frequently. On the other hand, while Internet surveys usually require more time during the construction phase, they may save time at a later point if the data can be directed automatically into an electronic database. In general, Internet and e-mail surveys are applicable in many areas of research. Businesses that make use of these means of collecting information can use the data to better target marketing promotions, improve product quality, and test new product ideas.