‘Hidden’ opportunities and benefits in using web-based business-to-business surveys

The use of surveys continues to be an important technique in business-to-business (B2B) market research, and internet or web-based surveys are fast becoming desirable alternatives to traditional survey methods.
  

'Hidden' Opportunities and Benefits in Using Web-based Business-to-business Surveys

David B. GrantHeriot-Watt UniversityChristoph TellerVienna University of Economics and Business AdministrationWolfgang TellerE-Management Consulting GmbH

INTRODUCTION

Surveys are the most frequently used method for empirical consumer and B2B research in the social sciences (Diamantopoulos & Schlegelmilch 1996; Bortz & Döring 2002; Kotzab 2005). Self-administered postal or mail surveys are the usual application in these contexts as they provide inexpensive and easily administered results from a large number of respondents (Malhotra & Birks 2000; Berekoven et al. 2001; Griffis et al. 2003)....

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