New survey medium: collecting marketing data with e-mail and the world wide web
| Publication Type | Journal Article |
| Year of Publication | 2001 |
| Authors | Dibb S, Rushmer A, Stern P |
| Journal | Journal of Targeting, Measurement and Analysis for Marketing |
| Volume | 10 |
| Issue | 1 |
| Pagination | 17-25 |
| ISBN Number | 0967-3237 |
| Keywords | accountability; advertising; balanced scorecards; branding; CRM; customer relationship management; customer satisfaction; direct; e-business; geodemographics; loyalty; Marketing; one-to-one; performance measurement; segmentation; strategy |
| URL | http://oro.open.ac.uk/2028/ |
| Refereed Designation | Refereed |
Abstract
The attractions of a low-cost, easy to administer survey medium which provides sound and fast response rates are obvious. E-mail, either combined with the World Wide Web (WWW) or on its own, is that medium. Yet, despite e-mail's established use in a range of information and commercial areas, researchers are only just beginning to explore the possibilities of carrying out on-line data collection. This paper describes an application of the new survey medium showing how it can be used for rapid and highly cost-effective data collection. Recommendations are made concerning the most suitable circumstances for this kind of data collection.
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