Online Surveys In Marketing Research: Pros And Cons
Janet IievaManchester Metropolitan UniversitySteve BaronMonash University andNigel M. HealeyManchester Metropolitan University
Introduction
The self-completed postal or mail survey is a recognised form of data collection in marketing research (Dillman 1978). There are well-documented practical problems with this form of data collection: poor response rates, slow response, and manual transcription of data from a hard copy questionnaire to an appropriate statistical analysis tool. Non-response and data entry errors may result. Consequently, research into online data collection methods increased significantly during the late 1990s. This was...