Abstract:

Researchers are looking for new ways to understand online consumer behaviour. Evidence already exists that survey based data collection combined with passive data collection helps to generate the full picture of online consumer behaviour. Understanding online consumer behaviour is becoming increasingly complex for many brands operating on the internet. These brands require comparable research methods that stretch beyond national borders. In order to shed light on this challenge, we have implemented a commonly used research design using survey based and behavioural data collection in two different markets. We aim to provide insights about how to combine both methods, with particular emphasis on understanding the drivers for differences and similarities between markets.