Get to know your customers on the web, but how?

Axel Theobald

The paper briefly shows the different possibilities and important factors for designing web surveys. It also describes results of an evaluation study that compared web with telephone interviewing.

Get To Know Your Customers On The Web, But How?

Some solutions and empirical findings

Axel Theobald Senior Consultant, eResearch Rogator AG, Germany.

INTRODUCTION

The possibilities for using the world wide web (short: web) to gather data for management decisions are manifold, reaching from controlling the activities of competitors through their web communication to collecting primary data via web surveys. This has been shown, among others, by Janetzko (1999) and Bliemel/Theobald (2000). Limited costs and ease of use, compared to traditional research methods, are only two factors explaining why especially primary research on the web is gaining more and...

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