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Web-Based Consumer Research Surveys: An Essential Addition to the Undergraduate Marketing Curriculum
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Author(s):
Susan A. Baim (Miami University Middletown, USA)
Copyright:
2003
Pages:
2
Source title:
Information Technology & Organizations: Trends, Issues, Challenges & Solutions
Source Editor(s):
Mehdi Khosrow-Pour, D.B.A.
(Information Resources Management Association, USA)
DOI:
10.4018/978-1-59140-066-0.ch290
ISBN13:
9781616921248
EISBN13:
9781466665330
Keywords:
Engineering Science Reference
/
IT Research & Theory
/
IT Research and Theory
/
Library & Information Science
Abstract
This paper provides an overview of the emerging trend of using electronic or Web-based surveys to provide marketing research data. Constraints facing researchers who elect to employ these newer techniques are presented as a preamble for designing an approach to properly introduce electronic surveys into the research tool section of an undergraduate marketing class. Suggested uses beyond a traditional marketing curriculum are noted.
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