Pushing the Envelope
Moving a Major Syndicated Study to the Web
Andrew ElderCunningham Communications, Inc.Tony IncalcateraMillward Brown IntelliQuest, Inc.
INTRODUCTION
The meteoric rise of the World Wide Web as a medium for communication, information delivery, and commerce has forced marketing researchers to reevaluate their data collection efforts. Many companies have been quick to capitalize on Webbased interviewing as a method for surveying specific segments of the online population such as ecustomers or online panelists. Other firms have adopted Webbased surveying as a complete replacement for traditional phonebased research (Thompson, 1999). While the legitimacy of Internet sampling and...