The Validity of Online Marketing Research
In this task, students review the results of a recent online market research survey undertaken by a firm. Given the survey was conducted online and was optional, your task in this exercise is to determine how valid the results are likely to be.
For this exercise, let’s assume that a bank wanted to conduct a customer satisfaction survey with its customers. They decided to implement an online survey. To highlight the survey to their customer base, they had messages placed on their website and on their internet banking system. As an incentive to complete the survey, respondents were offered the chance to win one of 10 iPads.