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| Tekijä: | Ilieva, J. Âàrîn, S. Healey, N. M. |
| Otsikko: | Online surveys in marketing research: pros and cons |
| Lehti: | International Journal of Market Research
2002 : VOL. 44:3, p. 361-376 |
| Asiasana: | INFORMATION TECHNOLOGY INTERNET SURVEYS COUNTRY COMPARISONS |
| Kieli: | eng |
| Tiivistelmä: | In a recent article on conducting international marketing research in the twenty-first century the application of new (electronic) technology for data collection was encouraged. Email and web-based data collection methods are attractive to researchers in international marketing because of low costs and fast response rates. Yet the conventional wisdom is that, as some people still do not have access to email and the Internet, such data- collection techniques may often result in a sample of respondents that is not representative of the desired population. In this article the authors evaluate multimode strategies of data collection that include web-based, email and postal methods as a means for the international marketing researcher to obtain survey data from a representative sample. |
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