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Internationally Comparable Website Surveys
International Marketing and Output Database Conference The Hague, Netherlands September 2005
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Conventional Website Metrics ______________________
Good quantitative measures Visitors Visits Hits Page views Navigation paths Browsers But no qualitative measures Client demographics Satisfaction levels
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Website Visitor Surveys ______________________
In an electronic dissemination environment Are web surveys a valid source of client feedback? Does what we learn influence the decisions we make?
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Methodology Options ______________________
On-line surveys: Pop-up Fixed link invite Web panels Conventional surveys
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International Comparison ______________________
Organizations Response rates USBC 3% NAAS 3% ABS 3% EIC 3% INSEE 2% STC 6%
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Respondent age groups ______________________
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Top occupations ______________________
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Frequency of visits ______________________
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Extent to which visitors found what they sought ______________________
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Use of Information ______________________
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Overall satisfaction ______________________
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Future Directions ______________________
Can we benefit from a common frame of reference? Can we move beyond generic demographics and satisfaction levels to target strategic areas of collective concern? Is a web survey the appropriate tool? Is there a will to move forward?
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