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Small business peceptions of online marketing research

Adam, Stewart and Shaw, Robin 2004, Small business peceptions of online marketing research, Australasian journal of market research, vol. 12, no. 1, pp. 22-32.

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Title Small business peceptions of online marketing research
Author(s) Adam, Stewart
Shaw, Robin
Journal name Australasian journal of market research
Volume number 12
Issue number 1
Start page 22
End page 32
Publisher Market Research Society of Australia
Place of publication North Sydney, N.S.W.
Publication date 2004-06
ISSN 1325-4634
Summary Concerns over the overall cost of marketing research and the cost per usable response have in large measure caused marketing practitioners to turn to online marketing research techniques, either as a solus technique, or in a mixed mode application. However, the use of e-mail and mixed mode surveys such as postal invitations to complete online questionnaires present both familiar and new issues, as the extant literature illustrates. This paper examines an earlier study before reporting findings from the present study, which employs a method that ascertains the probability of commissioning and/or responding to four survey research methods, described in scenarios and delivered using e-mail and the World Wide Web (Web). It is evident that while perceptions of e-mail, the Internet, and privacy have changed since early use of the Internet and more particularly the World Wide Web, and there is acknowledgment in the literature concerning the lower costs and faster response speeds of online marketing research, small businesses do appear to discriminate in favour of targeted online survey methods over postal surveys, portrayed as scenarios in this study. They indicate a greater likelihood of responding to targeted, hybrid email/Web surveys than traditional postal surveys.
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 ©2004, Market Research Society of Australia
Persistent URL http://hdl.handle.net/10536/DRO/DU:30002590

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