Dibb, Sally; Rushmer, A. and Stern, P.
(2001).
New survey medium: collecting marketing data with e-mail and the world wide web.
Journal of Targeting, Measurement and Analysis for Marketing, 10(1),
pp. 17–25.
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.
| Item Type: |
Journal Article
|
| 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/Department: |
Open University Business School |
| Item ID: |
2028 |
| Depositing User: |
Users 12 not found. |
| Date Deposited: |
31 May 2006 |
| Last Modified: |
02 Dec 2010 19:46 |
| URI: |
http://oro.open.ac.uk/id/eprint/2028 |
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