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Das World Wide Web als Befragungsinstrument
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Immer mehr Unternehmen und Privatpersonen nutzen das World Wide Web als Kommunikationsmittel. Es liegt daher nahe, das neue Medium auch in der Markt- und Sozialforschung einzusetzen. Auf der Basis einer Potenzialanalyse im Lichte der modernen Markt- und Sozialforschung untersucht Axel Theobald detailliert die wesentlichen Aspekte und Determinanten der neuen Befragungsform und berprft die gewonnenen Erkenntnisse empirisch. Durch den Vergleich wichtiger Optionen wie Zufallsansprache und Selbstselektion der Surfer, Web-Umfrage und Telefonbefragung, den Einsatz diverser Incentives und den Einsatz multimedialer Elemente bei der Gestaltung des.
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