Abstract
The use of surveys continues to be an important technique in business-to-business (B2B) market research, and internet or web-based surveys are fast becoming desirable alternatives to traditional survey methods. Web-based surveys have several technological and methodological advantages to help improve both internal survey and external validity. This paper presents the results of a web-based survey conducted in a typical B2B research setting to evaluate the 'hidden' opportunities and benefits of web-based surveys. We demonstrate that using a web-based approach has considerable potential for examining ex post the quality of collected data and for retrieving findings to improve future surveys. © 2005 The Market Research Society.
| Original language | English |
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| Pages (from-to) | 641-666 |
| Number of pages | 26 |
| Journal | International Journal of Market Research |
| Volume | 47 |
| Issue number | 6 |
| Publication status | Published - 2005 |