Afrilia's Draft

Scott M. Smith James Passey Professor of Marketing Founder, Qualtrics Gerald S. Albaum Emeritus Professor of Marketing University of New Mexico Copyright © 2010 by Scott M. Smith and Gerald S. Albaum. online marketing research M arketing is a restless, changing, and dynamic business activity. The role of marketing itself has changed dramatically due to various crises—material and energy shortages, inflation, economic recessions, high unemployment, dying industries, dying companies, terrorism and war, and effects due to rapid technological changes in certain industries. Such changes, including the Internet, have forced today’s marketing executive to becoming more market driven in their strategic decision-making, requiring a formalized means of acquiring accurate and timely information about customers, products and the marketplace and the overall environment. The means to help them do this is marketing research. Research is a system...

Keywords : Internet, Market Research, Surveys, Sampling We organize our discussion around three important themes facing any researcher: (1)   survey design; (2)   sampling; and (3)   field work. We first develop a typology of Internet marketing survey designs based on the different combinations of the objectives of the survey, the selected sampling unit, and the data collection method to be used. The result of this combination leads us to discuss eight different designs. We then develop a seven-step methodology to identify the potential problems related to sampling and discuss specific problems with the fact the Internet is ever changing. Fieldwork problems are finally presented with a focus on the format of the questionnaire, the use of search engines to obtain a frame and problems related to the sampling units A typology of Internet marketing survey designs . A typology of Internet marketing research designs may be constructed around three...