Dibb, Sally; Rushmer, A. and Stern, P.
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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|
|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|
|Interdisciplinary Research Centre:||Innovation, Knowledge & Development research centre (IKD)|
|Depositing User:||Users 12 not found.|
|Date Deposited:||31 May 2006|
|Last Modified:||02 Dec 2010 19:46|
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