Internet Marketing Research: Opportunities and Problems
until further notice
SourceQualitative Market Research: an International Journal, 4, 3, (2001), pp. 123-129
Article / Letter to editor
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Strategie - t/m 2007
Qualitative Market Research: an International Journal
The Internet is promised a brilliant future among the favorite tools of marketing researchers. Develops a typology of Internet marketing surveys showing the existence of eight different designs that can be used by marketers. However, researchers who plan to develop research using the Internet need to be aware of several problems related to this new tool. In particular we show that the nature of the Internet creates different sampling problems. To identify these problems, a seven‐step procedure following the steps of the sampling process is proposed. Several practical problems are then discussed.
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