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at the phrase “e-mail burnout” has been created. He states that the volume of e-mail that an individual can receive is so great that many delete up to 60 per cent of their messages based on the subject line alone.

Due to these poor return rates (even if they tend to be much faster) there has been some investigation into using Internet survey response as an option in a mixed mode methodology. The reason for this probably came from studies such as Parker (1992) where a small proportion (28 per cent) of the e-mail respondents decided to print out hard copies of the questionnaire and send them back by more conventional mailing systems.

Response quality

If the consensus of the literature reviewed to date is that the responses from Internet surveys (mainly e-mail questionnaires) are lower than postal surveys then there also tends to be agreement within the literature that online surveys tend to have response quality equal if not superior to the other forms of survey. In the studies by Tse et al. (1994; Tse, 1998) the quality of answers was comparable to those from the postal survey. In fact, Bachmann et al. (2000) indicated that participants of online surveys were much more willing to respond to open-ended questions. Mehta and Sivadas (1995) also discovered that responses to open-ended questions in their Internet survey were significantly longer than those obtained through similar postal surveys.

Taking account of these issues (ease of use; cost; sampling difficulties; response rates and response quality) there is a need to understand how Internet based Marketing research is currently being used by the market research industry and the extent to which the research tool is creating opportunities or problems.
Research design

The research involved sending 120 postal questionnaires to all of the member agencies of the UK's Market Research Society (the leading professional body for marketing research in the UK) that claimed to provide Internet surveys to clients. These claims were made in the agencies' entries within the members' directory.

A total of 64 usable responses (53 per cent response rate) was obtained, of which 53 (83 per cent) undertook Internet based research for clients and 11 (17 per cent) indicated that although they planned to offer such research had not as yet done so.

Findings
The majority of the respondents had only started undertaking Internet surveys during the last 24 months. However, just over half of the respondents (55 per cent) considered Internet based research to be very important to their organisation. During the previous 12 months, 57 per cent of the respondents had undertaken more than five online studies.

Reasons for offering Internet surveys
The majority of respondents that provided Internet surveys agreed that the reasons for moving into this area were principally:
1. to have a balanced portfolio of research methodologies; and
2. to develop new research areas .

Responding to client demand was not viewed as such a significant motivational force, neither was the desire to become an online survey specialist.

Types of market research
As shows, the majority of research being undertaken is quantitative in nature and is delivered through e-mail, pre-recruited panels or through electronic mailing 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。