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New survey medium: collecting marketing data with e-mail and the world wide web

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.

URL: http://www.ingentaconnect.com/content/pal/jt/2001/...
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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
Interdisciplinary Research Centre: Innovation, Knowledge & Development research centre (IKD)
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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