Abstract:
The paper describes the results of one of the first commercial surveys to be conducted in the United Kingdom over the Internet. It directly compares email and postal methods of data collection. The results show a major advantage for email in terms of both speed and cost of data collection. Response rates were similar for email and conventional methods and there was no evidence of lower quality. Recommendations are made for the style of future Internet surveys and circumstances when they might be appropriate. The direct use of the Internet for the New Marketing is also explored.
Research Papers
The use of the Internet as a data collection method
Catalogue: New Monograph Series Vol.6: Market Research And Information Technology
Author: Pete Comley
 
August 1, 1998
Research Papers
The use of the Internet for opinion polls
Catalogue: ESOMAR Congress 1997: Learning From The Future
Author: Pete Comley
 
September 1, 1997
Research Papers
Controlling the uncontrollable
Catalogue: The Worldwide Internet Seminar 1998
Author: Micael Dahlén
 
June 15, 1998
