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

David B. Grant
Heriot-Watt University
Christoph Teller
Vienna University of Economics and Business Administration
Wolfgang Teller
E-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).