Theorizing interactivity: models and cases to consider in developing online market research methods and tools

There have been a large number of conflicting working models and assumptions proposed for interactive media, suggesting that there are problems in the way we conceptualize 'interactivity' in general.

Theorizing interactivity. Models and cases to consider in developing online market research methods and tools

Cheryl Harris Northstar Interactive, Inc, United States

DISCUSSION

In October of 1996 The Council of American Survey Research Organizations (CASRO) released the results of a survey in which they had asked a wide range of executives and research professionals at Fortune 2000 companies across North America a series of questions about their assessment of online research, particularly survey research, for application in their organizations. Although many had concerns about current methodological practices in online research, the majority, an astonishing 64%, say that they expect...

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