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.
Australian and New Zealand Academy of Marketing Conference
Place of publication
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.
Reproduced with the specific permission of the copyright owner.
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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