|Title:||Online web experiments using live web content|
|Authors :||Seiler, Roger|
Hari, Jürg J.
|Conference details:||Academy of Marketing Conference 2014, Bournemouth, England, 7-10 July 2014|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||Peer review (Abstract)|
|Subjects :||Marketing; Experiments; Web; Online|
|Subject (DDC) :||658.8: Marketing management|
|Abstract:||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.|
|Departement:||Life Sciences and Facility Management |
School of Management and Law
|Organisational Unit:||Institute of Marketing Management (IMM) |
Institute of Natural Resource Sciences (IUNR)
|Publication type:||Conference Paper|
|Appears in Collections:||Publikationen Life Sciences und Facility Management|
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