Cyberbranding: Brand Building in the Digital Economy

Tradition and the Internet—The Best of Both Worlds

When it comes to online research, there’s an automatic assumption: all research participants need to be wired with a PC in their homes. Guess again. Actually, companies such as InterSurvey.com are becoming increasingly popular with cyberbranders for the following reason. InterSurvey (www.intersurvey.com), of Menlo Park, California, uses households (up to 250,000 households by 2001) whether they are connected to the Internet or not.^[7] The company does a random sample of telephone numbers (they refer to it as random digit dialing, or RDD) to provide an unbiased list of possible research candidates. These potential respondents are selected regardless of Internet use in their homes. InterSurvey ...