Previous
Marketing Research Online Articles
A Fuzzy Mathematical Approach for Measuring
Multi-facet Consumer Involvement
Sung-May Hsu, Couchen Wu and Tsu-Wu Tien (1998)Marketing
Research On-Line Vol.3, p.1-19.
An On-Line Survey of Food and Beverage
Consumers on the Internet: An Evaluation of Survey
Methodology
Gregory K. White (1996) , Marketing Research On-Line,
Vol.1, p.39-59.
This paper describes the process used to administer an
online survey of internet users. It evaluates the results
with respect to effectiveness of the on-line survey
technique and the potential for biases which could result
from the technique.
A Practical Guide to the Use of
Correspondence Analysis in Marketing
Research
Mike Bendixen (1996) Marketing Research On-Line, Vol.1,
p.16-38.
The purpose of this paper is to illustrate the application
of correspondence analysis in marketing research. The
emphasis is on the interpretation of results rather than
the technical and mathematical details of the procedure.
Management Perceptions of the Importance of
Brand Awareness as an Indication of Advertising
Effectiveness
Emma Macdonald & Byron Sharp (1996) , Marketing
Research On-Line, Vol.1, p.1-15.
Discusses the rising interest in brand awareness in the
academic literature and makes a strong case for its
managerial importance. The article then reports a survey of
managers concerning their measurement of brand awareness
and use of brand awareness to evaluate advertising
effectiveness.
