On-line Surveys in International Marketing Research: Pros and Cons
- Tags:
- Data Collection,
- E-mail,
- International Marketing,
- Marketing,
- Marketing Research,
- Online Communications,
- Survey
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Overview: In a recent article on conducting international marketing research in the 21st century the application of new (electronic) technology for data collection was encouraged. Email and web-based data collection methods are attractive to researchers particularly in international marketing, because of low costs and fast response rates. Yet the conventional wisdom is that, as some people still do not have access to email and the Internet, such data collection techniques may often result in a sample of respondents that is not representative of the population in question. In this article one evaluates multimode strategies of data collection that include web-based, email and postal methods, as a means for the international marketing researcher to obtain survey data from a representative sample.
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Format: PDF | Size: 128KB | Date: Jul 2001 | Pages: 22
