Internet research differs from research on internet users: some methodological insights into online travel research
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In: Tourism Review, Vol. 64, No. 1, 10.04.2009, p. 32-47.
Research output: Journal contributions › Journal articles › Research
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TY - JOUR
T1 - Internet research differs from research on internet users
T2 - some methodological insights into online travel research
AU - Lohmann, Martin
AU - Schmücker, Dirk
N1 - Literaturverz. S. 46 - 47
PY - 2009/4/10
Y1 - 2009/4/10
N2 - Purpose – Online data collection is gaining momentum throughout the market research business. At the same time internet users and their online information and booking behaviour are becoming more and more important for the travel and tourism industry. This paper aims to investigate this issue. Design/methodology/approach The paper researches internet users' travel and information/booking behaviour through online surveys. However, this approach is prone to critical methodological limitations. One of the main issues in this respect is the question of proper definition of the universe and sampling procedures. The paper shows today's chances and limitations of sampling using listbased email invitations and online access panels. Findings Results indicate that sampling method and length of field time have a substantial influence on response rates. It can further be shown that results from online travel research differ from results obtained in facetoface interviews even when focussing on the same target group. Research implications As long as online research differs from research on internet users to such an extent, online surveys seem to be rather a good complement than a substitution for more traditional research methods. Originality/value The paper shows the limitations and chances of online travel research based on the unique comparison of data from a facetoface and online access panel surveys.
AB - Purpose – Online data collection is gaining momentum throughout the market research business. At the same time internet users and their online information and booking behaviour are becoming more and more important for the travel and tourism industry. This paper aims to investigate this issue. Design/methodology/approach The paper researches internet users' travel and information/booking behaviour through online surveys. However, this approach is prone to critical methodological limitations. One of the main issues in this respect is the question of proper definition of the universe and sampling procedures. The paper shows today's chances and limitations of sampling using listbased email invitations and online access panels. Findings Results indicate that sampling method and length of field time have a substantial influence on response rates. It can further be shown that results from online travel research differ from results obtained in facetoface interviews even when focussing on the same target group. Research implications As long as online research differs from research on internet users to such an extent, online surveys seem to be rather a good complement than a substitution for more traditional research methods. Originality/value The paper shows the limitations and chances of online travel research based on the unique comparison of data from a facetoface and online access panel surveys.
KW - Business psychology
KW - Tourism studies
KW - Activity sampling
KW - Internet
KW - Internet marketing
KW - Market research
KW - Travel
KW - User studies
UR - http://www.scopus.com/inward/record.url?scp=84993008487&partnerID=8YFLogxK
U2 - 10.1108/16605370910948849
DO - 10.1108/16605370910948849
M3 - Journal articles
VL - 64
SP - 32
EP - 47
JO - Tourism Review
JF - Tourism Review
SN - 1660-5373
IS - 1
ER -