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Published in:
2015 | OriginalPaper | Chapter
Internet-Based Surveys: Methodological Issues
Authors : Gerald Albaum, Patrick Brockett, Linda Golden, Scott M. Smith, James Wiley, Vallen Han, Catherine Roster
Published in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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Web-based, or internet, surveys are widely used in marketing research, and their use continues to grow. The reasons for this are partly because they provide a number of technological features that are designed to reduce common sources of respondent error that can impact data quality, and partly because compared to traditional self-administered methods they offer advantages in speed, cost, and efficiency of data collection. This session deals with selected methodological issues concerning Web surveys.