Ict in Marketing a study of The Use of Internet and Mobile Phones in Five Selected Companies in Dublin

3.1
SURVEY OBJECTIVES
The survey objective is to answer the below focus questions through the above 
mentioned methods. 
1) How is internet marketing (website and email) used? 
2) How is mobile phone marketing (sms and mms) used? 
3) What is the percentage use of internet marketing to mobile phone marketing?
4) Is ICT basically or maximally used?
5) What ICT are predominantly used in the companies and why?
6) What are the companies doing right or wrong in the use of ICT?
The idea is to throw more light into this areas for the maximum use of ICT in 
marketing for better organizational performance and competitive advantage. The data 
collected has revealed a lot in the ICT use of the companies under study. This 
companies cut across retail/hardware stores, banks, music/entertainment, IT, and 
print media. Although it is a relatively small sample size (five companies) but 
deliberate not to alter other areas of this programme as a whole and because of how 
sensitive these issues under focus are to such large companies and the time it will 
take in observing anti-spam laws in order to get the specific department to answer 
the questions.
It is intended that through the literature review, readers of this work will see from the 
you-know-whos of ICT and marketing how to better undertake an ICT approach to 
marketing in their various businesses no matter the size. Specifically based on the 
data collected, advice will be drawn/given from the literature to address major ICT 
use misconceptions.
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Finally, this is also to fill the research void in this area of study and as another 
foundation step for other such studies with larger sample size and regional 
comparison.
3.2
DATA COLLECTION 
The data in this study was collected through eSurveyspro at 
www.esurveyspro.com
. 
The on-line software allows survey questionnaire structuring, formatting, emailing to 
respondents, exporting of data, and percentage/graphic presentation. Though in-
depth statistical analysis was separately carried out; the authenticating capability of 
the software by way of corresponding email address and IP address (Internet 
Protocol Address) to the various companies was important and an added value.
The email addresses and IP addresses show that the respondents were from a 
genuine verifiable source and are actually different companies. This is very important 
in showing the validity and reliability of the research as a whole (see appendix D) for 
proof.
The respondents basically received emails with links to the survey after prior 
communication to observe the anti-spam law. The link directed the respondents to an 
HTML page (Hyper text Mark-up Language generated page) where the survey 
questions were answered and submitted. An opt-out link was also presented in 
accordance with anti-spam law.
The interviews were carried out via telephone after prior appointment and each 
lasted about 10 to 20 minutes. The interview validated the questionnaire for errors 
synonymous with survey questionnaire data collection as explained by Ghauri 
Pervez, Gronhaug Kjell, (2005). They also show further insight into the analysis and 
conclusion of the study which will be seen in the following chapters.