Online Survey Of Online Customers ValueAdded Market Research through Data Collection on the Internet
Jan EnanderandAttila SajtiAskus KW, Sweden
THE BOXMAN CASE
Askus KW, the result of the July 1998 merger of the two Swedish consulting companies Askus and KirsteinWalerud, provides marketing research and analysis, strategic management and change management. As purchasers of data collection, we felt there was a lack of an integrated picture in conducting customer surveys on the Internet. Contact with Boxman, a Swedish online music CD store, however, provided an opportunity to conduct a fullscale online survey. The project gave us a...