It is also best to use web surveys when the sample is coming from a panel, as opposed to a client-supplied list. Also, web surveys have a distinct advantage when it is important to show images or pictures in the survey.
Mail Surveys
With mail surveys, the printed survey includes a different version for each brand or product type. The mail survey is typically sent to every customer who has had recent contact with the company. After completing the survey, the respondent mails it back to the appropriate place. The data is then hand-keyed or scanned into a database table. The data set contains information regarding those who completed the survey.
It is best to use mail surveys when there is only one or two versions of the survey and you have accurate mailing addresses for the majority of the intended respondents. Mail surveys are particularly useful when the survey solicits sensitive information; respondents are often reluctant to tell a live interviewer how much they earn or their opinion on a controversial issue such as abortion.
Mail surveys are useful when time is not an issue but low cost is a priority.
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