Dibb, Sally; Rushmer, A. and Stern, P.
(2001).
| URL: | http://www.ingentaconnect.com/content/pal/jt/2001/... |
|---|---|
| Google Scholar: | Look up in Google Scholar |
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 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/School: | Faculty of Business and Law (FBL) |
| Research Group: | Innovation, Knowledge & Development research centre (IKD) |
| Item ID: | 2028 |
| Depositing User: | Users 12 not found. |
| Date Deposited: | 31 May 2006 |
| Last Modified: | 04 Oct 2016 09:46 |
| URI: | http://oro.open.ac.uk/id/eprint/2028 |
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