Web Survey Bibliography
Title User and Non-user Behaviour - Illustrated by the largest Internet Retailer
Author Ergenzinger, R., Bamert, T.
Year 2004
Access date 05.05.2004
Abstract The intensified business competition, brought about by the globalization of trade and deregulation, and the advent of information technologies, most recently exemplified by the Internet, have dramatically changed the structure of corporations and have catapulted intangibles into the role of the major value driver of business in developed economies.
The operational activities also in the marketing field will be coordinated differently then in the past. In the last ten years brands received an augmented attention, frequently with the perception that brands are the most important asset for a firm. The possession of brands is a commercial impact for a company and one of the keys for higher prices. This higher price stands for more steadiness. A proof for that are the published rankings of brand equity from global firms. These rankings focuses not only on the consumer brands but also on service brands as McDonald's or Internet brands as google. For example google was marked as the "brand of the year" 2002 from Interbrand. The outcome of this is an augmented meaning of Internet brands and lead to the conclusion that Internet brands should not be neglected as a value component for the firm and the customer. This study tries to show why and how users and nonusers from a specific internet retailer have different opinions. Therefore the brand equity, dimensions of brand equity and selected marketing mix elements are compared. To explain these differences concepts from the relationship marketing will be used.
Increasing revenues by internet retailers indicates that there is a clear tendency to purchase through the internet and the consumer should be more in the focus of interest. The findings of this survey should give clues for a specific treatment of customers and potential customers.
Students from the University of Zurich were interviewed with a online survey. The examination is based on an already established framework from Yoo, Donthu and Lee (2000) and would be adapted for internet retail brands. There was a try to get all students from the economic scientific faculty for an e-mail survey. But only every ninth participant got the brand of the virtual retailer and could express his opinion.
The operational activities also in the marketing field will be coordinated differently then in the past. In the last ten years brands received an augmented attention, frequently with the perception that brands are the most important asset for a firm. The possession of brands is a commercial impact for a company and one of the keys for higher prices. This higher price stands for more steadiness. A proof for that are the published rankings of brand equity from global firms. These rankings focuses not only on the consumer brands but also on service brands as McDonald's or Internet brands as google. For example google was marked as the "brand of the year" 2002 from Interbrand. The outcome of this is an augmented meaning of Internet brands and lead to the conclusion that Internet brands should not be neglected as a value component for the firm and the customer. This study tries to show why and how users and nonusers from a specific internet retailer have different opinions. Therefore the brand equity, dimensions of brand equity and selected marketing mix elements are compared. To explain these differences concepts from the relationship marketing will be used.
Increasing revenues by internet retailers indicates that there is a clear tendency to purchase through the internet and the consumer should be more in the focus of interest. The findings of this survey should give clues for a specific treatment of customers and potential customers.
Students from the University of Zurich were interviewed with a online survey. The examination is based on an already established framework from Yoo, Donthu and Lee (2000) and would be adapted for internet retail brands. There was a try to get all students from the economic scientific faculty for an e-mail survey. But only every ninth participant got the brand of the virtual retailer and could express his opinion.
Abstract - optional Der Wandel im internationalen Wettbewerb, hervorgerufen durch eine verstärkte Internationalisierung, Globalisierung und durch die neuen Informations- und Kommunikationstechnologien, hat nachhaltige Auswirkungen auf die Struktur und Koordination von Unternehmen und lässt intangible Vermögenswerte wie Marken zu den stärksten Wertetreibern einer Unternehmung werden. Dies führt dazu, dass die betrieblichen Aktivitäten - auch im Marketing - grundlegend anders koordiniert werden als früher. Insbesondere in den letzten zehn Jahren haben nun Marken eine vermehrte Aufmerksamkeit erhalten, häufig mit der Erkenntnis, dass Marken oft der mit Abstand wichtigste Vermögensgegenstand von Unternehmen darstellen. Der Besitz von Marken ist für das Unternehmen von wirtschaftlicher Bedeutung und ermöglicht u.a. die Durchsetzung von höheren Preisen, die für mehr Stabilität sorgen. Dies zeigen die jeweils publizierten Markenwerte, die sich aber nicht nur auf Konsumgüter fokussieren, sondern auch vermehrt bei Dienstleistungen wie zum Beispiel McDonald's oder bei Internetmarken wie Google auftreten. So wurde Google von Interbrand zur "Marke des Jahres" 2002 gewählt. Daraus resultiert eine zunehmende Bedeutung von Internetmarken und führt zur Aussage, dass Internetmarken auch zu einer nicht vernachlässigenden Wertkomponente für Unternehmen und Konsumenten werden. Die vorliegende Untersuchung versucht zu zeigen, wie und warum sich "User" und "Non-User" eines bestimmten Internethändlers in ihren Werturteilen unterscheiden. Dabei werden der Markenwert, die Dimensionen des Markenwerts und ausgewählte Marketing-Mix Instrumente untersucht. Um diese Unterschiede zu klären, werden Konzepte aus dem Relationship Marketing herangezogen. Die steigenden Umsätze des Internethandels zeigen, dass eine klare Tendenz zum Einkaufen über das Internet besteht und der Konsument immer mehr an Bedeutung gewinnt. Die Erkenntnisse der Untersuchung sollen Anhaltspunkte für die spezifische Behandlung von Konsumenten und potenziellen Konsumenten geben. Studierende der Universität Zürich wurden dafür mit Hilfe eines Online-Survey befragt. Die Untersuchung geht auf ein bereits etabliertes Framework im Konsumgüterbereich von Yoo, Donthu und Lee (2000) zurück und wurde speziell für Internethandelsmarken erweitert. Dabei wurde eine Vollerhebung der Studierenden der Wirtschaftswissenschaftlichen Fakultät mittels E-Mail-Befragung angestrebt, wobei nur jedem neunten Befragten (n'th visit) die Marke des virtuellen Händlers präsentiert wurde und er seine Meinung äussern konnte.
Access/Direct link Homepage - conference (abstract)
Year of publication2004
Bibliographic typeConferences, workshops, tutorials, presentations
Web survey bibliography (4086)
- Displaying Videos in Web Surveys: Implications for Complete Viewing and Survey Responses; 2017; Mendelson, J.; Lee Gibson, J.; Romano Bergstrom, J. C.
- Using experts’ consensus (the Delphi method) to evaluate weighting techniques in web surveys not...; 2017; Toepoel, V.; Emerson, H.
- Mind the Mode: Differences in Paper vs. Web-Based Survey Modes Among Women With Cancer; 2017; Hagan, T. L.; Belcher, S. M.; Donovan, H. S.
- Answering Without Reading: IMCs and Strong Satisficing in Online Surveys; 2017; Anduiza, E.; Galais, C.
- Ideal and maximum length for a web survey; 2017; Revilla, M.; Ochoa, C.
- Social desirability bias in self-reported well-being measures: evidence from an online survey; 2017; Caputo, A.
- Web-Based Survey Methodology; 2017; Wright, K. B.
- Handbook of Research Methods in Health Social Sciences; 2017; Liamputtong, P.
- Lessons from recruitment to an internet based survey for Degenerative Cervical Myelopathy: merits of...; 2017; Davies, B.; Kotter, M. R.
- Web Survey Gamification - Increasing Data Quality in Web Surveys by Using Game Design Elements; 2017; Schacht, S.; Keusch, F.; Bergmann, N.; Morana, S.
- Effects of sampling procedure on data quality in a web survey; 2017; Rimac, I.; Ogresta, J.
- Comparability of web and telephone surveys for the measurement of subjective well-being; 2017; Sarracino, F.; Riillo, C. F. A.; Mikucka, M.
- Achieving Strong Privacy in Online Survey; 2017; Zhou, Yo.; Zhou, Yi.; Chen, S.; Wu, S. S.
- A Meta-Analysis of the Effects of Incentives on Response Rate in Online Survey Studies; 2017; Mohammad Asire, A.
- Telephone versus Online Survey Modes for Election Studies: Comparing Canadian Public Opinion and Vote...; 2017; Breton, C.; Cutler, F.; Lachance, S.; Mierke-Zatwarnicki, A.
- Examining Factors Impacting Online Survey Response Ratesin Educational Research: Perceptions of Graduate...; 2017; Saleh, A.; Bista, K.
- Usability Testing for Survey Research; 2017; Geisen, E.; Romano Bergstrom, J. C.
- Paradata as an aide to questionnaire design: Improving quality and reducing burden; 2017; Timm, E.; Stewart, J.; Sidney, I.
- Fieldwork monitoring and managing with time-related paradata; 2017; Vandenplas, C.
- Interviewer effects on onliner and offliner participation in the German Internet Panel; 2017; Herzing, J. M. E.; Blom, A. G.; Meuleman, B.
- Interviewer Gender and Survey Responses: The Effects of Humanizing Cues Variations; 2017; Jablonski, W.; Krzewinska, A.; Grzeszkiewicz-Radulska, K.
- Millennials and emojis in Spain and Mexico.; 2017; Bosch Jover, O.; Revilla, M.
- Where, When, How and with What Do Panel Interviews Take Place and Is the Quality of Answers Affected...; 2017; Niebruegge, S.
- Comparing the same Questionnaire between five Online Panels: A Study of the Effect of Recruitment Strategy...; 2017; Schnell, R.; Panreck, L.
- Nonresponses as context-sensitive response behaviour of participants in online-surveys and their relevance...; 2017; Wetzlehuetter, D.
- Do distractions during web survey completion affect data quality? Findings from a laboratory experiment...; 2017; Wenz, A.
- Predicting Breakoffs in Web Surveys; 2017; Mittereder, F.; West, B. T.
- Measuring Subjective Health and Life Satisfaction with U.S. Hispanics; 2017; Lee, S.; Davis, R.
- Humanizing Cues in Internet Surveys: Investigating Respondent Cognitive Processes; 2017; Jablonski, W.; Grzeszkiewicz-Radulska, K.; Krzewinska, A.
- A Comparison of Emerging Pretesting Methods for Evaluating “Modern” Surveys; 2017; Geisen, E., Murphy, J.
- The Effect of Respondent Commitment on Response Quality in Two Online Surveys; 2017; Cibelli Hibben, K.
- Pushing to web in the ISSP; 2017; Jonsdottir, G. A.; Dofradottir, A. G.; Einarsson, H. B.
- The 2016 Canadian Census: An Innovative Wave Collection Methodology to Maximize Self-Response and Internet...; 2017; Mathieu, P.
- Push2web or less is more? Experimental evidence from a mixed-mode population survey at the community...; 2017; Neumann, R.; Haeder, M.; Brust, O.; Dittrich, E.; von Hermanni, H.
- In search of best practices; 2017; Kappelhof, J. W. S.; Steijn, S.
- Redirected Inbound Call Sampling (RICS); A New Methodology ; 2017; Krotki, K.; Bobashev, G.; Levine, B.; Richards, S.
- An Empirical Process for Using Non-probability Survey for Inference; 2017; Tortora, R.; Iachan, R.
- The perils of non-probability sampling; 2017; Bethlehem, J.
- A Comparison of Two Nonprobability Samples with Probability Samples; 2017; Zack, E. S.; Kennedy, J. M.
- Rates, Delays, and Completeness of General Practitioners’ Responses to a Postal Versus Web-Based...; 2017; Sebo, P.; Maisonneuve, H.; Cerutti, B.; Pascal Fournier, J.; Haller, D. M.
- Necessary but Insufficient: Why Measurement Invariance Tests Need Online Probing as a Complementary...; 2017; Meitinger, K.
- Nonresponse in Organizational Surveying: Attitudinal Distribution Form and Conditional Response Probabilities...; 2017; Kulas, J. T.; Robinson, D. H.; Kellar, D. Z.; Smith, J. A.
- Theory and Practice in Nonprobability Surveys: Parallels between Causal Inference and Survey Inference...; 2017; Mercer, A. W.; Kreuter, F.; Keeter, S.; Stuart, E. A.
- Is There a Future for Surveys; 2017; Miller, P. V.
- Reducing speeding in web surveys by providing immediate feedback; 2017; Conrad, F.; Tourangeau, R.; Couper, M. P.; Zhang, C.
- Social Desirability and Undesirability Effects on Survey Response latencies; 2017; Andersen, H.; Mayerl, J.
- A Working Example of How to Use Artificial Intelligence To Automate and Transform Surveys Into Customer...; 2017; Neve, S.
- A Case Study on Evaluating the Relevance of Some Rules for Writing Requirements through an Online Survey...; 2017; Warnier, M.; Condamines, A.
- Estimating the Impact of Measurement Differences Introduced by Efforts to Reach a Balanced Response...; 2017; Kappelhof, J. W. S.; De Leeuw, E. D.
- Targeted letters: Effects on sample composition and item non-response; 2017; Bianchi, A.; Biffignandi, S.