Using online surveys in Vietnam: An exploratory study

Phuong H. Vu and Jonas Hoffman

Although online surveys have become an important quantitative research method throughout the world, thanks to their relative low cost and high speed, their application in marketing research in emerging countries is still limited due to infrastructure and sociocultural barriers.

Using online surveys in Vietnam: An exploratory study

Phuong H. Vu and Jonas Hoffman

Many studies originating from western countries have attempted to assess the influence of different socio-economic contexts in the diffusion of marketing tools such as market research (Steenkamp 2005). In recent years, the South-East Asian region has become the target of special interest because of its strong growth. Among its countries, Vietnam is experiencing an accelerated development (from 4.7% GDP growth in 2001 to 7.8% GDP growth in 2007).[1]

The marketing research industry is still in its infancy in Vietnam, with a total per...

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