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Using the Internet for Customer Behaviour Research: A Guide to the Challenges and Opportunities of the Internet as a Survey Medium

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Abstract:

The World Wide Web is quickly moving towards acceptance as a mainstream method for conducting customer research. When compared with conventional methods it represents a very attractive, convenient and cost effective technique for both data collection and entry. This is true for research designs that involve both quantitative and qualitative data. However, there is a shortage of research that focuses on the features of the Internet, relating these to survey design in the customer behaviour arena. This article seeks to help redress this balance, by first summarising previous literature and studies focusing on the Internet as a research tool, and secondly outlining the author's own experience in a study wherein the web was integrated into a mixed method design, combining offline and online methods of data collection for initial scale development.

Keywords: CUSTOMER BEHAVIOUR; E-MAIL; INTERNET; MARKETING; ONLINE DATA COLLECTION; RESEARCH; SCALE DEVELOPMENT; SURVEY; WEB

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539203764935408

Publication date: March 1, 2003

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