Comparing respondents of e‐mail and mail surveys: understanding the implications of technology

Comparing respondents of e‐mail and mail surveys: understanding the implications of technology The utilization of the Internet and Internet marketing for marketing research has received considerable attention. Although there is a growing body of research devoted to this issue little has been done to explore the impact of Internet technology, e‐mail users’ on‐line skills and experience, on their choice of the new survey medium. This study is based on a sample of 122 responses from UK marketing executives using e‐mail and mail questionnaire surveys respectively. The research instrument included measures of respondents’ extent of e‐mail use, their general knowledge of online communications and their time of using the Internet. Some significant impact of these factors has been identified. The empirical evidence supports the hypotheses that the use of e‐mail survey methods is positively connected with high technology awareness and extensive e‐mail use. The findings imply that proper survey planning and administration are important for Internet‐based marketing surveys and suggest the existence of certain user patterns among different Internet user populations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Comparing respondents of e‐mail and mail surveys: understanding the implications of technology

Marketing Intelligence & Planning, Volume 19 (4): 9 – Jul 1, 2001

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/EUM0000000005556
Publisher site
See Article on Publisher Site

Abstract

The utilization of the Internet and Internet marketing for marketing research has received considerable attention. Although there is a growing body of research devoted to this issue little has been done to explore the impact of Internet technology, e‐mail users’ on‐line skills and experience, on their choice of the new survey medium. This study is based on a sample of 122 responses from UK marketing executives using e‐mail and mail questionnaire surveys respectively. The research instrument included measures of respondents’ extent of e‐mail use, their general knowledge of online communications and their time of using the Internet. Some significant impact of these factors has been identified. The empirical evidence supports the hypotheses that the use of e‐mail survey methods is positively connected with high technology awareness and extensive e‐mail use. The findings imply that proper survey planning and administration are important for Internet‐based marketing surveys and suggest the existence of certain user patterns among different Internet user populations.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jul 1, 2001

Keywords: Market research; Electronic mail; Surveys; Internet

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