The Integration Power of the Intelligent Banner Advertising Network and Survey Research
Zenel BatageljCATIBojan KoreniniCATI andVasja VehovarUniversity of Ljubljana, Slovenia
INTRODUCTION
In general, it is increasingly difficult to obtain respondent cooperation in contemporary survey research. This is particularly true for marketing research where the extensive usage of direct marketing often confuses potential respondents.
In traditional survey research methods (e.g. telephone, facetoface, mail) we observe a growing tendency of declining response rates. The nonresponse problem could of course be ignored, or it can be partially managed with sophisticated preselection of units from some panels as...