In the wide context of internet-based market researches, this paper focuses on those ones carried out on net users. An analysis of the advantages, but also disadvantages, related to online market researches shows that a crucial problem is the ‘vagueness’ of the representativeness of sample surveys, up to affecting the credibility of the online survey. Therefore, the authors have developed a theoretical / practical framework that integrates contributions from marketing, statistics and informatics, following a logical-methodological path oriented to give minor uncertainty degrees to online surveys. This model recovers useful considerations from inferential statistics and proposes also some solutions for managing internet samples as virtual communities. The conceptual paper aims to contribute to an advancement in the field of online market researches, shifting the focus about the validity / reliability of the investigation from the mere software or statistical tool to a wider analytical internet marketing strategy.

Sampling issues and management solutions in internet-based market researches

CIASULLO, MARIA VINCENZA;FESTA, GIUSEPPE
2013

Abstract

In the wide context of internet-based market researches, this paper focuses on those ones carried out on net users. An analysis of the advantages, but also disadvantages, related to online market researches shows that a crucial problem is the ‘vagueness’ of the representativeness of sample surveys, up to affecting the credibility of the online survey. Therefore, the authors have developed a theoretical / practical framework that integrates contributions from marketing, statistics and informatics, following a logical-methodological path oriented to give minor uncertainty degrees to online surveys. This model recovers useful considerations from inferential statistics and proposes also some solutions for managing internet samples as virtual communities. The conceptual paper aims to contribute to an advancement in the field of online market researches, shifting the focus about the validity / reliability of the investigation from the mere software or statistical tool to a wider analytical internet marketing strategy.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11386/4038860
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