Marketing Essentials 2012Chapter 28:
Marketing ResearcheMarketing FeatureWeb Page Surveys
Visitors to a Web site are sometimes invited to participate in a marketing research study online. A pop-up window invites visitors to take the survey at the end of their visit to the site. Customer satisfaction is often the main theme of Web page surveys—that is, satisfaction with the Web site or the company's products and services. Advanced analytics can include tracking studies, whereby the visitor's navigation on the Web site is correlated with the questionnaire data to get a more complete picture of the visitor's experience. Innovate and Create
Ask students if they ever participated in a Web survey. For students who have participated, ask them to share their experience with the class. Have them indicate what they liked and disliked about their experience. Conduct a discussion about the advantages and disadvantages of Web surveys. Have students prepare a 10-question customer satisfaction survey for a company of their choice. The objective can be customer satisfaction with the website or the company's products. Have them save their questionnaires for review in Chapter 29 where they will revise the questions based on what learn about effective survey question techniques.  | 
