On-line surveys in international marketing research: pros and cons

Ilieva, Janet, Baron, Steven and Healey, Nigel M. (2001) On-line surveys in international marketing research: pros and cons. UNSPECIFIED. Manchester Metropolitan University.

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Abstract

In a recent article on conducting international marketing research in the 21st century (Craig and Douglas 2001) the application of new (electronic) technology for data collection was encouraged. Email and web-based data collection methods are attractive to researchers particularly in international marketing, because of low costs and fast response rates. Yet the conventional wisdom is that, as some people still do not have access to email and the Internet, such data collection techniques may often result in a sample of respondents that is not representative of the population in question. In this article we evaluate multimode strategies of data collection that include web-based, email and postal methods, as a means for the international marketing researcher to obtain survey data from a representative sample. An example is given of a multimode strategy applied to the collection of survey data from a sample of respondents across 100 countries.