The survey data collection techniques evolve all the time. Google has recently developed its own online survey services, which is called Google Surveys. For as little as 10 cents per respondent, Google can collect survey data across different markets and consumers around the world. Unlike more accepted consumer panels, Google recruits respondents by allowing them to access premium online content in return for them answering their surveys. The publishers of other websites also make money as the result of people answering surveys from links to their site. The survey method used by Google is to ask one question at a time and then 'aggregate' these responses when dealing with multi-item questionnaires. It is claimed that by using information such as IP address, the page visited and cookie data, Google can infer age, gender and location of respondents. The company claims that sample error of its surveys is as low at 3.5 per cent, below the 4.5 per cent of telephone surveys.

1. What are the advantages of Google Survey over online and telephone research?
2. What are some limitations of Google Survey as survey methodology?
3. For what kind of research questions would Google Survey be useful?
4. Describe any possible ethical issues involved in the use of Google Survey.