Sell-selected surveys on the Web are extremely cost-attractive however they lack a valid statistical inference. Similar to quota samples it is only the empirical validation that can give them some justification. The paper describes the empirical comparisons of the results from a self-selected Web survey and from a telephone survey that were performed simultaneously within Research on Internet in Slovenia (RIS) a national project. The analysis shows that the majority of variables are relatively robust however for certain topics the inference can be performed only within specific subgroups of Internet users and even there the available weighting adjustments have only a limited effect in correcting the estimates. The design issues of Web surveys are also discussed in the paper and the length of the questionnaire was found particularly important.
This paper addresses the important role that the Internet plays in a changing market research environment. It uses case histories as a backdrop to analysing the problems and advantages associated with Internet-based research. It also identifies possible means of overcoming problems and utilising advantages.
This paper highlights examples from several online web site survey to illustrate some of the complexities to conduct online research. In particular the paper argues the importance of a strong collaboration between market researchers, legal, costumer service units and technical staff. Additionally, the argument is made that the Internet is forcing change not only in the research process but in the skill sets required of successful research professionals.
This paper describes the result of a segmentation analysis of attitudes towards electronic commerce. A random sample of Internet users in the United States formed five distinct segments with varying beliefs concerning the usefulness security and convenience of e-commerce. These segments have been profiled extensively and compared against similar segmentation results obtained from a Web-based convenience sample.
The objective of this paper is to present the perspective of conducting a full-scale online customer survey on the Internet in this case based on the conditions involving Boxmau. Our aim as market researchers is to present both strategic and practical aspects of Web surveying and conditions under which this method for data collection could he used.
This paper describes an alternative method of data collection in customer satisfaction studies - office-based data collection via the Internet. The project described here is part of an Incentive Programme comprising all stall' in the branch offices of the Swedish hank SLIT Since we are present in the middle of the project it is not possible lo provide definite conclusions but nevertheless these are many interesting; observations to he made among others that this method makes it feasible to complete large data collection projects in a short period of time with a perfect match between target group and sample frame. In our project we intend to conduct customer satisfaction studies based on a sample of 39, 000 persons with a response rate in excess of 70% and moving from start of 'Iota collection lo reporting in seven days and all this at a substantially lower cost than if we had chosen for instance to gather the information in telephone interviews.
This paper presents the results of the first large-scale parallel-testing program in the United States between central location (mall-intercept) and Internet interviewing. The research is significant because it demonstrates contrary to the conventional wisdom in the United States that the Internet can be used for research on mainstream fast-moving consumer goods (FMCG) products. The key as we will show is to recruit a demographically representative panel from what is presently a non- representative population and then to calibrate the responses of that panel through extensive parallel testing.
As online marketing activities are growing and becoming an essential part of the overall marketing approach it is important to measure effectiveness of this new media in terms of its impact on sale, with respect to traditional marketing media.
This paper describes the transitions in business use of the Internet and the research opportunities this offers. It reviews some the different research techniques currently used including what works and what does not and reviews the results of offering respondents a web-completion option on a global tracking study. Finally the paper maps out the developments in the next generation of computer assisted interviewing (CAI).
This presentation reviews research on the impact of different forms of online advertising presents the authors analysis of the findings and suggests directions for future research. The main conclusions are first that advertising on the Internet can be very effective; and secondly for most forms of advertising the Web should not be regarded as a substitute for advertising on traditional media. Rather indications are that Internet advertising works best if it is part of a coordinated campaign that includes traditional media. In order to explore this issue further we recommend that future research treat the Internet not in isolation but in the context of other media.