Internet interviewing is still in its infancy. How do we know therefore that the results obtained by such a technique are plausible and if so what special considerations do we need to take into account when interpreting results from this type of survey? These were the questions we set out to answer in a carefully controlled parallel study using a traditional CAT! telephone study and a Web based study of the same population and using the same questionnaire.
Delivering excellent customer service requires that managers continually survey customers for feedback and promptly respond. Today the Internet has begun to enable customers to provide feedback more easily quickly cheaply and accurately than ever before. Due to the Internet a revolution in customer satisfaction measurement is imminent and the Internet will become the most widely used means of measuring customer satisfaction early in the 21 st century. This paper addresses why the Internet is rapidly supplanting conventional vehicles for customer satisfaction measurement (CSM) and reviews survey design and analysis that can be utilized to glean insights on an organizationâs operational performance strategic advantages and competitive limitations - considerations which apply equally well to Internet and conventional surveys. Where Internet surveys can best be used and the kinds of Internet surveys currently available will be examined utilizing as a case study the first worldwide customer satisfaction survey conducted on the Internet for a Fortune 500-class company.
The Internet is the newest methodology or mousetrap available to market researchers. Researchers disagree on how ready we are as an industry to move to on-line data collection. Questions abound about how representative the respondents we reach via the Internet are. Do we really know who our Internet respondents are? As a first step in answering these questions we conducted a side-by-side study among high-tech professionals. Respondents were randomly assigned to be interviewed via the phone or were asked to complete the survey via the Internet. Data collected by the two methods were compared and statistically tested for differences.
The introduction of various internal and external changes in a company leads to new demands being placed on that companyâs market research section. Daimler-Benz Aerospace is just one example among a large number of companies operating in the international market. Market research experts need to draw conclusions from the associated fundamental developments and in particular that the efficiency of their overall processes needs to be improved by implementing the basic rules and policies of information management. These improved processes will then form the basis for handling emerging trends in major organisations as in the case of globalisation. In the form of a best-practice study the present paper describes the major developments within and around an international company and discusses the resulting requirement for an Intranet-based information management system for handling business intelligence subjects. Finally the major features and contents of a database system are presented illustrated by the company-wide system already implemented within the Aerospace Division of the Daimler-Benz Group.
The objective of this paper is to share current best practice in the area of the Internet interview. In particular the paper aims to draw together experiences from Europe and the United States. The paper reviews the history of Internet interviewing and proposes a two-factor categorisation of this medium to facilitate easier dialogue. The paper sets out the authors' experience along with the results of an informal review of current European practice. The paper then reviews a range of issues with experience based guidance on good and poor practice.
This paper deals with a study based on a large opinion survey conducted on the Net by CNN after the death of Lady Diana. It aims at analysing the discourse content about Diana. SORGEM and IBM-ECAM collaborated in devising a methodology of automatic textual analysis dedicated to qualitative studies.
The paper describes the survey conducted to examine the profile of Yahoo! users in France Germany and the United Kingdom. It includes a detailed exploration of the methodology used and the main findings of the survey. The paper also discusses the importance of the survey as a model for the applications of on-line research.
This paper describes how RelevantKnowledge applies the âbest practicesâ of traditional media research to the world of World Wide Web measurement. RelevantKnowledge provides the World Wide Web marketplace with audience demographics site visit statistics and additional usage-related information from a random sample of recruited participants. Each panelist's computer whether at home or at work is outfitted with proprietary monitoring software which provides a continuous data stream to the RelevantKnowledge processing system. The panel methodology has been built using the highest quality features of traditional media measurement updated and fitted to the Web environment. The paper touches on a number of significant challenges presented by this approach along with solutions.
This paper describes current developments in on-line focus group techniques and the applicability of such methodologies. The paper argues that while on-line focus groups have limitations in terms of their applications there are clear and common instances where Internet-based approaches are not just feasible but preferable when compared with traditional face-to-face approaches.
The population of the Internetâs World Wide Web users has grown at astonishing rates during the past three years in the United States. As of mid-1997 over one in five American households surfs the web. In order to realize the potential of this market businesses advertisers and researchers need an accurate and reliable measurement system that competently measures the web and other interactive behavior not only of established users but of infrequent users and of new users as they first come onto the web. The authors demonstrate the importance and relevance of new and infrequent web users and offer a sample design that successfully captures these key users.
This paper is an executive summary of the Online Advertising Effectiveness Study which the Internet Advertising Bureau commissioned MBinteractive to conduct. The study was designed to help value the advertising impact of online communications since much of what is known and predicted about the medium is within the context of direct marketing. The study was conducted in a real world setting with real brands on real media sites with the real audience of consumers naturally accessing the Web sites so that the most representative results could be provided and focused on the effects of advertising banners. Online advertising using banners has tremendous communications power. In fact banners can impact the traditional marketing measures of advertisement awareness brand awareness brand perceptions and potential for sales all from one exposure.