Pushing the Envelope

Moving a Major Syndicated Study to the Web

Andrew Elder
Cunningham Communications, Inc.
Tony Incalcatera
Millward Brown IntelliQuest, Inc.


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 projection is still quite controversial, there is no question that the Web offers an intriguing vehicle for questionnaire delivery.