Pushing the Envelope: Moving a Major Syndicated Study to the Web

Tony Incalcatera and Andrew Elder

This paper describes the results of a controlled experiment comparing three possible Web-based versions of the Computer Industry Media Study (CIMS(tm)) questionnaire with the paper version now in use.

Pushing the Envelope

Moving a Major Syndicated Study to the Web

Andrew ElderCunningham Communications, Inc.Tony IncalcateraMillward Brown IntelliQuest, Inc.

INTRODUCTION

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...

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