Dibb, Sally; Rushmer, A. and Stern, P.
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.
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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