Surveys as a complementary method to other data collection methods
Every research methodology for data collection has both strengths and limitations, and this is certainly
true for online analytics.
Therefore, researchers often need to use other data collection methods of data collection.
In this chapter discusses surveys as a viable alternate method for supplementing other data collection methods for customer insights.
The chapter presents a brief review of survey research literature, with a focus on the use of surveys
for Web-related research.
The chapter then identifies the steps in implementing survey research and designing a survey instrument.
We conclude with a case study of a large electronic survey to illustrate what surveys in conjunction with transaction logs can bring to a research study.
Rainie, L., and Jansen, B. J. (2009) Surveys as a complementary method to Web log analysis. In B. J. Jansen, A. Spink & I. Taksa (Eds.), Handbook of Web Log Analysis. p. 39-64. Hershey, PA: IGI.
