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Dibb, Sally; Rushmer, A. and Stern, P.
(2001).
DOI: https://doi.org/10.1057/palgrave.jt.5740030
URL: http://www.ingentaconnect.com/content/pal/jt/2001/...
Abstract
The attractions of a low-cost, easy to administer survey medium which provides sound and fast response rates are obvious. E-mail, either combined with the World Wide Web (WWW) or on its own, is that medium. Yet, despite e-mail's established use in a range of information and commercial areas, researchers are only just beginning to explore the possibilities of carrying out on-line data collection. This paper describes an application of the new survey medium showing how it can be used for rapid and highly cost-effective data collection. Recommendations are made concerning the most suitable circumstances for this kind of data collection.
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About
- Item ORO ID
- 2028
- Item Type
- Journal Item
- ISSN
- 0967-3237
- Keywords
- marketing; strategy; direct; accountability; performance measurement; customer relationship management; CRM; advertising; loyalty; balanced scorecards; geodemographics; segmentation; one-to-one; customer satisfaction; e-business; branding
- Academic Unit or School
- Faculty of Business and Law (FBL)
- Research Group
- Innovation, Knowledge & Development research centre (IKD)
- Depositing User
- ORO Import