Online surveys in marketing research

Nigel M. Healey, Steve Baron and Janet Ilieva

In a recent article on conducting international marketing research in the twenty-first century (Craig & Douglas 2001), the application of new (electronic) technology for data collection was encouraged.
  

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...

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