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Online and postal data collection methods: a comparative study

Adam, Stewart and McDonald, Heath 2002, Online and postal data collection methods: a comparative study, in ANZMAC 2002 : Proceedings of the Australian and New Zealand Marketing Academy Conference 2002, ANZMAC, [Melbourne, Vic.], pp. 2771-2777.

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Title Online and postal data collection methods: a comparative study
Author(s) Adam, Stewart
McDonald, Heath
Conference name Australian and New Zealand Academy of Marketing. Conference (2002: Melbourne, Vic.)
Conference location Melbourne, Vic.
Conference dates 2-4 Dec. 2002
Title of proceedings ANZMAC 2002 : Proceedings of the Australian and New Zealand Marketing Academy Conference 2002
Editor(s) Shaw, Robin
Adam, Stewart
McDonald, Heath
Publication date 2002
Start page 2771
End page 2777
Publisher ANZMAC
Place of publication [Melbourne, Vic.]
Summary Computer-mediated marketing research has been enthusiastically embraced by marketing organisations and those servicing them, for many reasons. While researchers using the Internet (Net) and World Wide Web (Web) in its early years reported benefits such as high response levels, there are now issues in this regard. This paper reports on the outcomes of a probabilistic study involving football club members (subscribers) involving both postal and online (e-mail invitation and HTML Web form) data collection methods. The paper reports differences in both the response pattern and demographic profile of respondents between the groups 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 specific permission of the copyright owner.
ISBN 0730025624
9780730025627
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2002, The authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004792

Document type: Conference Paper
Collections: School of Management and Marketing
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