Tastle, William J.; Wierman, Mark J. - In: International Journal of E-Business Research (IJEBR) 4 (2008) 4, pp. 16-25
Gathering customer data over the Internet is largely limited to collecting the responses to a set of easily answerable questions, such as Yes/No questions and Likert scale questions. These data are then analyzed to identify customer trends or other items of interest to management. The data can...