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 - Other (439)
- 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.
- 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.
- Fieldwork monitoring and managing with time-related paradata; 2017; Vandenplas, C.
- 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.
- Nonresponses as context-sensitive response behaviour of participants in online-surveys and their relevance...; 2017; Wetzlehuetter, D.
- Humanizing Cues in Internet Surveys: Investigating Respondent Cognitive Processes; 2017; Jablonski, W.; Grzeszkiewicz-Radulska, K.; Krzewinska, A.
- Pushing to web in the ISSP; 2017; Jonsdottir, G. A.; Dofradottir, A. G.; Einarsson, H. B.
- 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.
- Oversampling as a methodological strategy for the study of self-reported health among lesbian, gay and...; 2017; Anderssen, N.; Malterud, K.
- Utjecaj vizualne orientacije skale za odgovaranje i broja stranica web-upitnika na rezultate ispitivanja...; 2017; Malikovic, M.; Svegar, D.; Somodzi, S.
- How to Design a Web Survey Using Spring Boot With MYSQL: a Romanien Network Case Study; 2017; Bucea-Manea-Tonis, Ro.; Bucea-Manea-Tonis, Ra.
- Analyzing Survey Characteristics, Participation, and Evaluation Across 186 Surveys in an Online Opt-...; 2017; Revilla, M.
- Comparative analysis of a mobile device and paper as effective survey tools; 2017; Kim, K. J.; Bae, S.; Park, E.
- Enhancing survey participation: Facebook advertisements for recruitment in educational research; 2017; Forgasz, H.; Tan, H.; Leder, G.; McLeod, A.
- Virtual reality meets sensory research; 2017; Depoortere, L.
- PC, phone or tablet? Use, preference and completion rates for web surveys ; 2017; Brosnan, K.; Gruen, B.; Dolnicar, S.
- “Better do not touch” and other superstitions concerning melanoma: the cross-sectional web...; 2016; Gajda, M.; Kamiñska-Winciorek, G.; Wydmañski, J.; Tukiendorf, A.
- Making use of Internet interactivity to propose a dynamic presentation of web questionnaires; 2016; Revilla, M.; Ochoa, C.; Turbina, A.
- A streamlined approach to online linguistic surveys; 2016; Erlewine, M. Y.; Kotek, H.
- Du kommst hier nicht rein: Türsteherfragen identifizieren nachlässige Teilnehmer in Online-Umfragen; 2016; Merkle, B.; Kaczmirek, L.; Hellwig, O.
- Smartphones vs PCs: Does the Device Affect the Web Survey Experience and the Measurement Error for...; 2016; Toninelli, D.; Revilla, M.
- Estimation and Adjustment of Self-Selection Bias in Volunteer Panel Web Surveys ; 2016; Niu, Ch.
- Sensitive Questions in Online Surveys: An Experimental Evaluation of Different Implementations of the...; 2016; Hoglinger, M.; Jann, B.; Diekmann, A.
- Design and test of a web-survey for collecting observer’s ratings on dairy goats’ behavioural...; 2016; Vieira, A.; Oliveira, M. D.; Nunes, T.; Stilwell, G.
- Can Student Populations in Developing Countries Be Reached by Online Surveys? The Case of the National...; 2016; Langer, A., Meuleman, B., Oshodi, A.-G. T., Schroyens, M.
- Feature phones no barrier to conducting an effective conjoint study ; 2016; de Rooij, R.; Dossin, R.
- Patient preference: a comparison of electronic patient-completed questionnaires with paper among cancer...; 2016; Martin, P.; Brown, M.C.; Espin‐Garcia, O.; Cuffe, S.; Pringle, D.; Mahler, M.; Villeneuve, J.;...
- Does the Use of Smartphones to Participate in Web Surveys Affect the Survey Experience when Sensitive...; 2016; Toninelli, D.; Revilla, M.
- Device use in web surveys: The effect of differential incentives; 2016; Mavletova, A. M.; Couper, M. P.
- Device Effects - How different screen sizes affect answers in online surveys; 2016; Fisher, B.; Bernet, F.
- Do Initial Respondents Differ From Callback Respondents? Lessons From a Mobile CATI Survey; 2016; Vicente, P.; Marques, C.
- The use of online social networks as a promotional tool for self-administered internet surveys; 2016; de Rada, V. D.; Arino, L. V. C; Blasco, M. G
- Assessing the Effects and Effectiveness of Attention-check Questions in Web Surveys: Evidence From a...; 2016; Vannette, D.
- Mode Effects on Subjective Well-being Research: Do they Affect Regression Coefficients? ; 2016; Sanchez Tome, R.; Roberts, C.; Staehli, M. E.; Joye, D.
- Evaluating a Modular Design Approach to Collecting Survey Data Using Text Messages ; 2016; West, B. T.; Ghimire, D.; Axinn, W.
- Reaching the Mobile Generation: Reducing Web Survey Non-response through SMS Reminders ; 2016; Kanitkar, K. N.; Marlar, J.
- Safety First: Ensuring the Anonymity and Privacy of Iranian Panellists’ While Creating Iran...; 2016; Farmanesh, A.; Mohseni, E.
- Non-Observation Bias in an Address-Register-Based CATI/CAPI Mixed Mode Survey; 2016; Lipps, O.
- Web surveys for offline rural communities ; 2016; Gichohi, B. W.
- On-line life history calendar and sensitive topics: A pilot study; 2016; Morselli, D.; Berchtold, A.; Granell, J.-C. S.; Berchtold, And.
- An experiment comparing grids and item-by-item formats in web surveys completed through PCs and smartphones...; 2016; Revilla, M.; Toninelli, D.; Ochoa, C.
- Improving Inpatient Surveys: Web-Based Computer Adaptive Testing Accessed via Mobile Phone QR Codes; 2016; Chien, T. S.; Lin, W.S.
- Pre-Survey Text Messages (SMS) Improve Participation Rate in an Australian Mobile Telephone Survey:...; 2016; Dal Grande, E.; Chittleborough, C. R.; Campostrini, S.; Dollard, M.; Taylor, A. W.
- Short and Sweet? Length and Informative Content of Open-Ended Responses Using SMS as a Research Mode; 2016; Walsh, E.; Brinker, J. K.
- Mixing modes of data collection in Swiss social surveys: Methodological report of the LIVES-FORS mixed...; 2016; Roberts, C.; Joye, D.; Staehli, M. E.
- What is the gain in a probability-based online panel to provide Internet access to sampling units that...; 2016; Revilla, M.; Cornilleau, A.; Cousteaux, A-S.; Legleye, S; de Pedraza, P.