| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Peer review (Abstract) |
| Titel: | Online web experiments using live web content |
| Autor/-in: | Seiler, Roger Miesler, Linda Hari, Jürg J. |
| Angaben zur Konferenz: | Academy of Marketing Conference 2014, Bournemouth, United Kingdom, 7-10 July 2014 |
| Erscheinungsdatum: | 2014 |
| Sprache: | Englisch |
| Schlagwörter: | Marketing; Experiments; Web; Online |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | Purpose: The web provides a vast range of opportunities for online marketing researchers to test ideas and theories in a “real world” online surrounding. Controlled field experiments have often been too expensive to conduct in the past. This paper presents a new methodology, that allows to experiment in a cost and time efficient way. Method: Based on an existing conceptual model and available internet technology, we built a system to conduct online experiments in a real world setting. Results: In the present paper we introduce a web tool named “Silent Surfer”, which enables researchers to conduct online field experiments by integrating e-mail, information page, web experiment artefacts with live web content and an online questionnaire into one integrated solution. Conclusions: The “Silent Surfer” tool was tested in a first field experiment and first experiences collected. The tool allows for quick and realistic online testing, while at the same time saving costs and time. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/11434 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | Life Sciences und Facility Management School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) Institut für Umwelt und Natürliche Ressourcen (IUNR) |
| Enthalten in den Sammlungen: | Publikationen Life Sciences und Facility Management |
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Seiler, R., Miesler, L., & Hari, J. J. (2014). Online web experiments using live web content. Academy of Marketing Conference 2014, Bournemouth, United Kingdom, 7-10 July 2014.
Seiler, R., Miesler, L. and Hari, J.J. (2014) ‘Online web experiments using live web content’, in Academy of Marketing Conference 2014, Bournemouth, United Kingdom, 7-10 July 2014.
R. Seiler, L. Miesler, and J. J. Hari, “Online web experiments using live web content,” in Academy of Marketing Conference 2014, Bournemouth, United Kingdom, 7-10 July 2014, 2014.
SEILER, Roger, Linda MIESLER und Jürg J. HARI, 2014. Online web experiments using live web content. In: Academy of Marketing Conference 2014, Bournemouth, United Kingdom, 7-10 July 2014. Conference paper. 2014
Seiler, Roger, Linda Miesler, and Jürg J. Hari. 2014. “Online Web Experiments Using Live Web Content.” Conference paper. In Academy of Marketing Conference 2014, Bournemouth, United Kingdom, 7-10 July 2014.
Seiler, Roger, et al. “Online Web Experiments Using Live Web Content.” Academy of Marketing Conference 2014, Bournemouth, United Kingdom, 7-10 July 2014, 2014.
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