Betydelsen av att välja En kvantitativ studie om olika distributionskanaler för enkätundersökningar

Sammanfattning: No other object is in our constant possession such as the mobile phone. The smartphone has been transformed into a worldwide forum for information-rich exchanges between individuals and companies, by which this rapid access to the smartphone has created and continues to create opportunities in terms of communication. Many researchers of today undertake the challenge of studying the smartphone's role as a marketing channel, and the role of the channel is now undoubtedly central in marketing. However, as the importance of marketing communication increases and despite the fact that survey methods are exceedingly dependent on a channel to fulfill its purpose, namely carry out questionnaires, there has been surprisingly little attention to the study of the channel's role and importance when carrying out surveys. The main purpose of this paper is to investigate whether the choice of a communication channel affects the survey outcome and, if so, further investigate how survey methods differ in terms of consumers' attitude and also their perception of their privacy. The results of our study suggest that there is a correlation between consumers' attitude to a survey method, their perception of their privacy and the outcomes of the survey that has been carried out - an implication well worth for companies to take into consideration.