For these reasons, the agency conducted the following study in the summer of 1999 to explore the feasibility of data collection via the Internet and to compare the response rates and survey results obtained using three alternative Web-based questionnaires with those obtained using the customary paper questionnaire. Our goal was to explore the feasibility of various Web-based questionnaire designs in terms of their burden on the respondent and the comparability of results.
Does online advertising belong on the media plan? In 1998 the answer was certainly yes, but to what extent? This issue is of increasing importance as clients are very well aware that traditional media are not as good as they used to be at reaching large audiences. With increased media fragmentation and the range and sophistication of online media, the latter has become more interesting for advertisers. This has forced media agencies to confront the challenge of integrating the Internet into the traditional media mix. As audiences migrate, media plans follow, acknowledging that the ultimate goal of any brand is to reach its target audience where they are consuming media. This paper highlights the current Internet advertising marketplace, and pinpoints targeting opportunities for advertisers within this dynamic medium.
Internet based research is very experimental in nature due to the rapid development of the Internet. Because of this rapid growth, theory has been slow to catch up. As Harris (1997) points out, marketing activities on the Internet can largely be regarded as practice without theory. This paper will attempt to propose some practical solutions for Internet based research. It represents the view of the commercial research buyer/ user, and has both a South African and global focus.
There is currently unprecedented attention being focussed on car retailing and distribution. The speed of growth of the Internet retailing phenomenon has caught most traditional retailers napping and in the main they have been forced out of panic rather than as a result of careful planning, to prematurely introduce E-based schemes which are often unfit for the market Within the automotive sector the growth of the Internet poses a massive new threat to the franchised dealership system. In the UK, banks, credit card companies and supermarkets have all recently been reported as having advanced plans to move in this direction. It is interesting to compare the disdain with which the oil companies treated the supermarkets when they started petrol retailing and they now have 25% of the market! In the past two months the following are some of the organisations that have announced they are looking into car retailing.
The development of international trade as we have come to know it today has been the climax of many centuries of change. It first evolved slowly, from the early bartering and transfer of flints and metals between local communities. Over time, the geography gradually widened and from the Roman Empire to the seventeenth century an international coinage system was developed. The Commercial Revolution of the seventeenth century led a transformation to the sophisticated world trade networks that we know today, with the global economy dominated by multi-national corporations and the world of stocks and shares. I argue that we are now seeing the first signs of a new revolution in world trade which will not only change the way in which we trade, but will fundamentally alter the way in which we communicate with each other outside of the work environment. This is the TRUE impact: of the e-business revolution.
This paper presents results of a conjoint measurement study on a political platform. In terms of process, the paper first presents activities needed to take conjoint measurement from a personal interview to the Internet. In terms of results, the paper shows respondent differentiation of features of a political platform, existence of segment transcending traditional political parties, and creation of optimal platforms by segment and party. In terms of method, the paper shows that Internet results are stable down to base sizes of forty respondents, and that they match results from more traditional central location studies.
As the Internet has now become a legitimate and often critical business medium, it has also forced those of us in the market research profession to confront a wide assortment of new challenges, including reevaluating traditional market research techniques and practices and embracing new ones. In this paper, I will highlight some personal experiences that I have encountered in the past two and one-half years at one of the worlds largest technology corporations - IBM. I will share some learnings from several web site surveys and use these examples to illustrate how the complexities of online market research will force change in the how market researchers approach their work and in the skill sets required of successful research professionals.
The pop-up survey has been one of the most positive contributions to web site research in the brief history of Internet research. The technique became widely used after the pioneering work of Micael Dahlen (1998) on the Swedish web site Passagen. So what is a pop-up survey and what are its benefits? A pop-up survey is a web-based questionnaire that appears in a new browser window as a person uses a web site. The survey itself is invoked by placing some JavaScript code in the web page. The same type of scripting is regularly seen on the web now to display in to interstitial adverts or to provide users of web sites with the additional information (e.g. pop-up help screens or search boxes). It has become popular for two main reasons. Firstly it is a proper sampling method (unlike self-selecting feedback boxes on web sites) and secondly because of the good response rates that can be obtained.
This survey was to form part of an Incentive Programme comprising all staff at all of the banks 260 branch offices throughout Sweden. Within this framework both selected economic key ratios and customer satisfaction are measured at branch office level. Our project was limited to the latter. The task was clearly defined: three times a year customer satisfaction is to be measured with a sample that is sufficiently large for breakdowns at branch office level. The aggregate data from these three measuring occasions forms the basis for bonus salaries at those branch offices that have attained their established customer satisfaction levels. Further, the total data bank is also to serve as a basis for more strategic analyses.
Marketing research is a multi-dimensioned discipline. There are alternatives as to how one might go about reducing the risk of a bad decision. So, while the role of research, may be pretty simple, exactly what research to conduct in a given situation is a more complicated issue. Now, with the emergence of the Internet, that complexity has increased.
The rapid increase in the number of people who can and do access the Internet, has resulted in similarly strong increases in the amount of money spent for online advertising. This increase in spending makes it more and more important that the effectiveness of these new forms of advertising is explored and that we understand how they work. The body of research that has explored if and how Internet advertising works is still comparatively small, but it is growing rapidly. We will review this research, including a number of unpublished studies, analyze conclusions, and suggest directions for future research. However, before we do that, it is appropriate to define what we consider Internet advertising.
The core reason for this paper is that Web surveys bear little resemblance in terms of their execution to the current dominant methods of survey data collection. In the United States, CATI (computer-assisted telephone interviewing) still predominates, although rising refusal rates are making it increasingly hard. In Europe, CAPI (computer-assisted personal interviewing), CATI and paper-based face-to-face interviewing are all widely used, the dominance of each method varying across countries and business sectors. In the Pacific Rim overall face-to-face paper-based interviewing predominates. CATI is also used where the telephone infrastructure, demographics and cultural acceptability permit. In CATI, CAPI and paper-based face-to-face interviewing (the acronym PAPI - paper-assisted personal interviewing - will be used) there is a human mediator or interface to the survey instrument. The interviewer presents questions and records the responses. Self-completion surveys, while used in many business sectors, arc not a dominant mode of data collection.