The use of the Internet by the Australian market research industry
Date
2003
Authors
Corkindale, David
List, Dennis H.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Conference paper
Citation
Australia and New Zealand Marketing Academy Conference, 1-3 December, 2003: pp.1632-1639
Statement of Responsibility
Conference Name
Australia and New Zealand Marketing Academy Conference (2003 : Adelaide, S.A.)
Abstract
A census of all organisations in Australia that undertake market research was conducted in
1999 and repeated in 2002. Their use of the Internet for primary data collection was
ascertained along with other descriptive data. The growth in use and extent of changes is
reported and compared with other, related studies. It was estimated that 34% of market
research offices had used the Internet for primary data collection by mid 1999 and this had
risen to 46% by mid 2002. For most offices, Internet-based projects accounted for a small
proportion of their total activity, the median proportion of income gained being 12% in 2002.
Over the period of this study a big increase (244%) has occurred in using the Internet to gain
data from employees. The use of email questionnaires has also increased by 77%. The main
reasons suggested in the literature for using the Internet and the advantages and
disadvantages were largely confirmed.