Motivational Research via E-Mail: The Donna Moderna Case: How Women Approach New Technology

B Patierno and Luisa Pogliana

This paper presents an experimental case of the application of online motivational research, using an interactive link via email between the researcher and the sample.

Qualitative Research On-line

Motivational Research Via E-Mail

The Donna Moderna Case: How Women Approach New Technology

Luisa PoglianaArnoldo Mondadori Editore, Italy. andBruno PatiernoScenari s.r.l., Italy.

 

REASONS AND METHODS

Background and Objectives

Donna Modernais Italys biggest selling womens weekly, with an average 1999 weekly circulation of 620,000 copies. The titles editorial approach is highly concrete, practical and service oriented; providing support for all aspects of womens daily lives. Consequently, the title is also very attuned to changes and was the first in Italy to have its own web site, not simply a window, but a...

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