Re: ONLINE-ADS>> Online marketing research dilemmas

Steve Runfeldt (stever_at_CustomerSat.com)
Tue, 23 Jun 1998 00:17:03 -0400

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Karl Zetmeir wrote

> However, there is a very basic point ... and a grievous
> error ... the so-called market research firms have made
> in their approach to Internet analysis that, in my
> opinion, invalidates the entireity of their work.
>
Karl,

Please be careful with your broad brush here. While there is a great deal of
truth to what you are saying about the validity of CATI sampling techniques for
measuring the Internet, please also remember that the Internet is the the best
tool we have ever had for certain types of market research.

The reason our company is CustomerSat.com and not MarketRes.com is that we deal
primarily in studies where the population of interest is entirely on the
Internet. For examplt, we do the annual customer satisfaction survey for
Advanced
Micro Devices. All of their customers, without exception, are on the Internet
with both email and Web access. The Internet provides an excellent tool for
surveying those customers. Similarly we have done quite a bit of employee
satisfaction research. In this case all the employee email addresses are
known.
Surveying them via the Internet actually gives us more candid, more truthful,
responses in cases like this.

If the population is on the Internet, then Internet sampling is not an
issue, it
is a solution.

Regards,

Steve Runfeldt
CustomerSat.com

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