There is an increasing trend amongst market researchers to turn to online tools in their research processes. The Internet allows for research at a far lower cost, can more easily cross geographic boundaries and can speed up the research process. This is not to say there are not downsides. While the Internet makes it possible to reach a far larger group of people without the cost of facilitators, this does come with some challenges. For example, not having the ability to control the environments in which information is being gathered. For an online sample, it’s important to focus on getting the correct number of people to make your study statistically viable. If your questions are not carefully drafted, confusing questions could lead to answers that are not relevant or flawed. Additionally, online incentives could lead to answers which are not truthful, meaning that the value of the data could be questionable.