Data Collection Using Online Questionnaires in Marketing


This methodological entry highlights the key points and steps regarding how to use online questionnaires using a recently published work as a case study. This case study explores the influence of product characteristics of limited-edition shoes, including scarcity, uniqueness, and self-expression, in relation to social and economic values, brand trust, and purchase intention in Vietnam. This entry focuses on the online questionnaires as being one of the main data collection methods. Using Google Forms to create online questionnaires has become one of the most common online data collection methods in Vietnam as it is reasonably easy to use, provides almost all of the required functionalities for an online questionnaire, and is free of charge. Inspired by the experiences and practices from the case study, this entry is expected to add to online data collection techniques intended for use in online research. Based on our case, we provide several lessons we have learned to assist future researchers in overcoming these challenges early in the research process, including deciding on the appropriate research design, developing and pretesting the questionnaire, and then collecting data using the online questionnaires.

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles