Online survey of Online Customers

Atilla Sajti and Jan Enander

Boxman, the recently opened Swedish online music CD store, grew rapidly in the first half of 1998. A better insight into customer satisfaction and customer buying behaviour seemed necessary in order to pursue a strategy of continuous expansion.

Online Survey Of Online Customers ValueAdded Market Research through Data Collection on the Internet

 Jan EnanderandAttila SajtiAskus KW, Sweden

THE BOXMAN CASE

Askus KW, the result of the July 1998 merger of the two Swedish consulting companies Askus and KirsteinWalerud, provides marketing research and analysis, strategic management and change management. As purchasers of data collection, we felt there was a lack of an integrated picture in conducting customer surveys on the Internet. Contact with Boxman, a Swedish online music CD store, however, provided an opportunity to conduct a fullscale online survey. The project gave us a...

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