Web Survey Bibliography
A common practice in banner ad design is to include an incentive for click-through. A study which compared an intrinsic-appeal with an extrinsic-appeal banner ad in generating click-throughs to a Web-based survey is discussed. Among the notable findings were that banners ads with intrinsic appeal - those with cues through message content - generated significantly more click-throughs than banners ads with extrinsic appeal - those with such cues as prizes, color and sound. But click-through rates overall remained low. In fact, market researchers should use caution when investing in banner ads because of the findings indicating banners ads’ overall ineffectiveness in attracting respondents.
ProQuest (full text)
Web survey bibliography - Marketing Research (11)
- Firefly Online Surveys: A fully featured tool for Web surveys and forums; 2012; Deal, K.
- Apples and oranges: does a web survey produce similar results to social media tracking?; 2011; Bourque, C., Hobbs, R., Hilaire, D. S.
- The Perils of Online Surveys; 2011; McCullough, P. R.
- Be mindful of cellphone interviews; 2009; Anonymous
- What's Really Important?; 2008; Grapentine, T., Teas, K. R.
- Top concerns for our industry; 2008; Grapentine, T.
- The Consumer Panel Reinvented; 2007; Fielding, M.
- Data Preservation; 2007; Wyner, G. A.
- Using Internet polling to forecast the 2000 elections; 2001; Terhanian, G., Taylor, H., Bremer, J., Overmeyer, C., Siegel, J. W.
- Banner-advertised Web surveys; 2000; Tuten, T. L., Bosnjak, M., Bandilla, W.
- Cyber Research: The Impact of the Internet on Data Collection; 1998; Weible, R., Wallace, J.