Openly accessible

Online versus postal data collection methods: an examination of issues and a comparison of results

Adam, Stewart and McDonald, Heath 2003, Online versus postal data collection methods: an examination of issues and a comparison of results, Australasian journal of market research, vol. 11, no. 1, pp. 3-9.

Attached Files
Name Description MIMEType Size Downloads
adam-onlineversus-2003.pdf Published version application/pdf 586.74KB 79

Title Online versus postal data collection methods: an examination of issues and a comparison of results
Author(s) Adam, Stewart
McDonald, Heath
Journal name Australasian journal of market research
Volume number 11
Issue number 1
Start page 3
End page 9
Publisher Market Research Society of Australia
Place of publication Glebe, N.S.W.
Publication date 2003-04
ISSN 1325-4634
Summary New communications technologies often allow new ways of conducting market research. Determining the advantages of a new data collection method over established alternatives is difficult without thorough comparative testing. Computer-mediated marketing research is one such example of a new technology that has been enthusiastically embraced by marketing organisations and those servicing them. While researchers using the Internet (Net) and World Wide Web (Web) in its early years reported benefits such as high response levels, there is little in the way of comparative evidence to support any claimed advantages. This paper reports on the outcomes of three separate studies in which members (subscribers) of various organisations have been surveyed using both postal and online (email invitation and HTML Web form) data collection methods. The conclusion here is that it would be unwise to assume that one method can be directly substituted for another and obtain the same response. Differences in both the response pattern and demographic profile of respondents between the groups are consistently noticed, such as to warrant further examination of the methods used in online marketing research, and to suggest the need for further study.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2003, Market Research Society of Australia
Persistent URL http://hdl.handle.net/10536/DRO/DU:30002183

Document type: Journal Article
Collections: School of Management and Marketing
Open Access Collection
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

Versions
Version Filter Type
Access Statistics: 546 Abstract Views, 79 File Downloads  -  Detailed Statistics
Created: Mon, 07 Jul 2008, 08:17:37 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.