How are the data collected
There is very little difference in the way in which online and offline data are collected. The usual techniques of survey, depth interviews and focus groups are used online. The key difference is the mechanism by which the data collection instrument is delivered and information returned.
Survey questionnaires may be delivered by e-mail or through a link on a website (Figure 14.5). Cold e-mail questionnaires (i.e. those not expected by the recipient) will almost certainly need to be incentivized to achieve adequate response rates.
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Figure 14.5: Example of a drive to a questionnaire, delivered via e-mail
This is due to the proliferation of unsolicited e-mails or Spam. 'Warm' surveys, or surveys to existing customers or known individuals will achieve greater levels of response and the incentive may be more appropriate to the nature of the relationship. In delivering surveys by e-mail the researcher must be careful in using rich techniques such as HTML. As mentioned earlier, only around 60 per cent of e-mail users can read HTML e-mail. E-mails may deliver the questionnaire itself, or automatically link through to the Internet site holding the questionnaire via a clickable icon on the screen or a hypertext link. Examples of web-based questionnaires are shown in Figure 14.6.
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