'Hidden' Opportunities and Benefits in Using Web-based Business-to-business Surveys
David B. Grant
Vienna University of Economics and Business Administration
E-Management Consulting GmbH
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).