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Cybersenior research: A practical approach to data collection
Article first published online: 28 SEP 2001
Copyright © 2001 John Wiley & Sons, Inc. and Direct Marketing Educational Foundation, Inc.
Journal of Interactive Marketing
Volume 15, Issue 4, pages 46–55, Autumn (Fall) 2001
How to Cite
McMellon, C. A. and Schiffman, L. G. (2001), Cybersenior research: A practical approach to data collection. J. Interactive Mark., 15: 46–55. doi: 10.1002/dir.1022
- Issue published online: 28 SEP 2001
- Article first published online: 28 SEP 2001
A practical method of sample recruitment, data collection, and database development for Internet consumers is described. The method proved successful in identifying, recruiting, and tracking respondents drawn from a small segment of the general population. To illustrate the method, the authors focus on a case history of a survey research project involving older consumers who are active on the Internet. Along with the data collected for that specific research project, a database was developed containing demographic, psychographic, and personal characteristics that will be helpful for future research projects. This practical research approach allows researchers to accurately track each respondent, insuring more accurate records and a better understanding of the individuals who make up the sample. © 2001 John Wiley & Sons, Inc. and Direct Marketing Educational Foundation, Inc.