Title: Online web experiments using live web content
Authors : Seiler, Roger
Miesler, Linda
Hari, Jürg J.
Conference details: Academy of Marketing Conference 2014, Bournemouth, England, 7-10 July 2014
Issue Date: 2014
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Abstract)
Language : English
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
URI: https://digitalcollection.zhaw.ch/handle/11475/11434
Appears in Collections:Publikationen Life Sciences und Facility Management

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