Web Surveys (Cawi) Perception by Marketing Professionals Classified as Cawi Users and Non-Users

Abstract

The aim of the study was to investigate the perception of online questionnaires(CAWI) as data collection tool in groups of users and potential users of this technique - marketing professionals. The study has been conducted on a sample of CAWI n = 198 persons, including 50 CAWI users at work and 148 non-users. There were mainly answers to open-ended questions analyzed, including word association test. The two groups did not differ substantially in their overall opinions. CAWI nonusers have more negative attitudes toward this research technique resulting from contact with the surveys as respondents. The users group sees both advantages and disadvantages of using CAWI in marketing research resulting from personal experiences from research process and results usage