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| Author: | Vehovar, V. Manfreda, K.L. Batagelj, Z. |
| Title: | Sensitivity of electronic commerce measurement to the survey instrument |
| Journal: | International Journal of Electronic Commerce
2001 : FALL, VOL. 6:1, p. 31-51 |
| Index terms: | Electronic commerce Internet Surveys Measurement Costs |
| Freeterms: | e-commerce WWW |
| Language: | eng |
| Abstract: | Sample surveys are increasingly used to measure electronic commerce activities. They often play key role in efforts to describe and understand e-commerce phenomena, in particular as to attitudes, motives, and intentions. The paper studies establishment surveys of e-commerce, focusing especially on the sensitivity of the results to the measurement instrument. Several survey modes are compared, with special attention to the Web as a possible alternative to more expensive telephone and mail data-collection techniques. Controlled experiments show that e-commerce survey topics are sensitive to the measurement instrument, and especially to the Web questionnaire. In consequence, precise elaboration of the methodology is important when interpreting survey findings related to e-commerce. |
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