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Small business perceptions of postal and online survey research

Adam, Stewart and Shaw, Robin 2003, Small business perceptions of postal and online survey research, in ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings, ANZMAC, Dunedin, N.Z., pp. 1653-1659.

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Title Small business perceptions of postal and online survey research
Author(s) Adam, Stewart
Shaw, Robin
Conference name Australian and New Zealand Marketing Academy. Conference (2003: Adelaide, South Australia)
Conference location Adelaide, South Australia
Conference dates 1-3 December 2003
Title of proceedings ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings
Editor(s) Kennedy, Rachel
Publication date 2003
Start page 1653
End page 1659
Publisher ANZMAC
Place of publication Dunedin, N.Z.
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 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 acknowledgement 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, but that this perception does not apply to all hybrid survey modes.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 0868039837
9780868039831
Language eng
Field of Research 150314 Small Business Management
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2003, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005175

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