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.




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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  • Item ORO ID
  • 2028
  • 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 or School
  • Faculty of Business and Law (FBL)
  • Research Group
  • Innovation, Knowledge & Development research centre (IKD)
  • Depositing User
  • ORO Import