Online versus postal data collection methods: an examination of issues and a comparison of results

New communications technologies often allow new ways of conducting market research. Determining the advantages of a new data collection method over established alternatives is difficult without thorough comparative testing. Computer-mediated marketing research is one such example of a new technology that has been enthusiastically embraced by marketing organisations and those servicing them. While researchers using the Internet (Net) and World Wide Web (Web) in its early years reported benefits such as high response levels, there is little in the way of comparative evidence to support any claimed advantages. This paper reports on the outcomes of three separate studies in which members (subscribers) of various organisations have been surveyed using both postal and online (email invitation and HTML Web form) data collection methods. The conclusion here is that it would be unwise to assume that one method can be directly substituted for another and obtain the same response. Differences in both the response pattern and demographic profile of respondents between the groups are consistently noticed, such as to warrant further examination of the methods used in online marketing research, and to suggest the need for further study.

Cultural issues in online learning - is blended learning a possible solution?

The emergence of cross-cultural classrooms has been steadily increasing in Australian tertiary institutions, due to the growing population of international students enrolling to complete their degrees. This increase in international students has signified a change in the student demographics, thus recognizing the differences in students’ learning styles, and indicating that a more flexible approach is needed for learner content delivery. Research has suggested that students from different cultures have varying compatibility with different learning environments. With tertiary institutions now expanding towards the online forum for delivery of units, these compatibilities of students are even more evident. Hence, in order to ensure that all students are able to participate in this domain, preparations are needed to accommodate all cultural types. Therefore with the emphasis on creating flexible learning environments for all students the blended learning approach has been suggested as a solution.

Deakin Online: an evolving case study

This paper describes the planning, implementation and current progress of the Deakin Online Project which aims to establish a virtual campus for Deakin University. The project is built upon the WebCT Vista© learning management system. Strategies for eTeaching and eLearning are analysed and the dangers and opportunities are identified. Approaches to the preparation of both students and faculty for working in the online environment are discussed including online training, mentoring schemes and a dedicated teaching and learning support unit. An in-depth account of the project is presented which is potentially useful to any organization considering embarking on online teaching on a large scale.

Small business peceptions of online marketing research

Concerns over the overall cost of marketing research and the cost per usable response have in large measure caused marketing practitioners to turn to online marketing research techniques, either as a solus technique, or in a mixed mode application. However, the use of e-mail and mixed mode surveys such as postal invitations to complete online questionnaires present both familiar and new issues, as the extant literature illustrates. This paper examines an earlier study before reporting findings from the present study, which employs a method that ascertains the probability of commissioning and/or responding to four survey research methods, described in scenarios and delivered using e-mail and the World Wide Web (Web). It is evident that while perceptions of e-mail, the Internet, and privacy have changed since early use of the Internet and more particularly the World Wide Web, and there is acknowledgment in the literature concerning the lower costs and faster response speeds of online marketing research, small businesses do appear to discriminate in favour of targeted online survey methods over postal surveys, portrayed as scenarios in this study. They indicate a greater likelihood of responding to targeted, hybrid email/Web surveys than traditional postal surveys.

Adult learners in the workplace: online learning and communities of practice

Seven in-employment postgraduate Master's level students in an e-learning unit participated in this research, designed to identify tensions between participation in a community of learning that was part of their studies, and participation in the communities of practice that they were engaged in at their workplaces. It was hypothesised that participation in both these forms of community in their different contexts may enhance each other, or could potentially have a disrupting effect on each. The research employed an interviewing technique. The students' perceptions of the impact of participation in the one form of community on their participation in the other was mixed, with some suggesting that it was enhancing, and others suggesting the contrary, or that there was no impact. The findings indicate that the enhancing effect of participation in communities of learning relevant to a learner's workplace community of practice occur when the learning tasks are designed to enable negotiation of tasks and collaboration with learners who have similar workplace issues.

Finding voices: authentic learning online in the field of public communication and citizenship

A creative re-acculturation of teachers and students is occurring in virtual classrooms as traditional learning resources, pedagogy, and technology intersect in unexpected ways. This paper reports on a case of authentic, experiential, and constructivist learning developed for tertiary public relations  students. A subject titled ‘Public Communication and Citizenship’ (PCC) at  Deakin University in Australia asked students to examine the problematic and contentious areas of self interest, persuasion, power, and ethics in  contemporary contexts of mass media and globalisation. Feedback from  those students suggests that, in this case, online teaching strategies  successfully integrated with the total learning environment to achieve  higher-order learning. PCC is one example of PR pedagogy combining  theory and technology to move beyond ‘skilling for jobs’.

Managing student expectations online

In contrast to other studies of students in online environments, which examine the skills and attitudes that students bring to an online university learning environment, we are interested in the expectations with which students come to online university study. Four expectational barriers, which arise from students’ background and cultural history, are identified as being: who is responsible for learning, who is responsible for student interaction with content, who is responsible for the use of appropriate learning strategies and who is responsible for required ancillary skills. There is a discussion of how these barriers arise and how one might attempt to manage the students’ expectations and ameliorate their effects.

Teaching social work online: dilemmas and debates

The stampede towards delivering tertiary education online has been well documented in the academic literature and newspaper media. A great deal of this writing has been characterised by an acute division between those who support and those who deplore this paradigm shift in the way education is offered to students. Not withstanding a few notable exceptions, social work as a discipline has yet to fully engage in this debate, watching, as emerging technologies radically change the way education and social services are delivered. This article provides an overview of the literature related to online learning in social work. In particular the global context influencing the delivery of education is investigated; the major themes emerging from the literature are highlighted; the opportunities and obstacles for teaching and learning social work online are examined, and finally questions relating to the cultural implications for delivering social work education online are identified using a constructivist framework.

Facilitating online privacy on eCommerce websites: an Australian experience

As traditional organizations using their websites for eCommerce transactions are increasing at an exponential rate, privacy concerns of users are also on the rise. To gain an insight into these concerns, existing policies and legislation, we conducted the research reported in this paper, in 2003. To augment the literature synthesis, a multiple case study analysis was conducted, based on six large organisations in Australia. Our research findings suggested that in the Australian context, an online privacy policy (OPP) on the website which complies with the Privacy Act, supported by few best practices are reasonably able to address online privacy concerns. However, these findings are restricted in time frame, indicative and relevant in the Australian context. Nevertheless, we hope to stimulate academic research enquiry and discussion forums through this research.

Moving personal tax online: the Australian Taxation Office's E-Tax initiative

In exploiting the capabilities of online technologies, governments have developed policies and launched projects to conduct transactions and deliver their services through the Internet. The motivations for this include cost cutting, efficiency improvements, service enhancements, and leadership in business transformation. However, these diverse goals are not necessarily consistent, especially in the early stages of implementation. The e-government initiative discussed in this case study (E-Tax) provided an additional service to individual Australian taxpayers by enabling them to file their tax returns online. This case study provides an analysis of the E-Tax implementation in the first three years of its operation. Data on E-Tax use compared to other filing methods show that the package worked well technically, was favorably received by users, and was consistent with policy on e-government. However, adoption levels in the early stages did not meet government targets. The analysis suggests that impediments to a greater level of E-Tax use included entrenched patterns of filing, the nature of the taxation system, and political sensitivities. The E-Tax case demonstrates how complex e-government projects can be and the need to take contextual factors into account in planning and evaluating e-government implementation.

Learning preferences and readiness for online learning

Using a sample of 314 Australian university students the Readiness for Online Learning questionnaire was tested for its technical characteristics of reliability and factorability, with results indicating the instrument has promise both for research and for practice. The factor analysis identified a factor associated with self-management of learning, and one of comfort with e-learning. These factors are interpreted and discussed within a framework of the broader literature on learning preferences associated with flexible delivery and resource-based learning.

Game geek's goss: linguistic creativity in young males within an online university forum (94/\/\3 933k’5 9055oneone)

In this paper the authors explore the use and adaptation of a language specifically developed for, and by, a community of young people who play computer games. Leet speak or 1337 5p34k, the language used by the participants in this study, incorporates symbols and numbers as substitutes for the letters contained in words. Described by the group as an ‘elite’ language or ‘leet speak’, the authors’ interest was captured by the derisive and ironic use of the language in an online forum for a tertiary first year unit of study. Rather than merely defining its participants within an elite cultural boundary, ‘leet speak’ is utilised ironically to unearth ‘wannabees’ (those seeking entrance and acceptance into the game world, generally 12 –16 year olds). Of particular fascination to the authors was that despite the clear self- demarcation of the group from the users of ‘leet speak’, and their insistence on its use solely by ‘newbs and wannabees’, the group continued to use the language to communicate with each other online. In this research, language defines the cultural group of games technology students in terms of the group’s continual subversion of the language’s very foundations whilst still using it to communicate. Perhaps most interesting was the group’s nonchalant admission that they perceived this to be the function of all languages ‘all languages are created purely for communication so dont [sic] have a cry about ppl been [sic] lazy’.

Learning how to engage students online in hard times

In a context of financial restraint and enterprising university managers, teacher-researchers have reason to be sceptical about the trend towards online teaching and away from learning for its own sake. This article departs from both economic and technological determinism and turns instead to ideas about technology embedded in social and political institutions. Activity theory offers a useful means of analysing such embeddedness. Its Marxian assumptions about human nature specify a non-deterministic approach to technology. Its dynamic model of the subjects, tools, and objects of activity within a context of rules, a community, and a division of labour helps to specify aspects of the authors process of learning how to use electronic conferencing effectively. A full deployment of activity theory would also analyse the activity of students. Here the evidence comes mainly from the activity of researcher-teachers engaging greater activity among students. The numbers of students involved precludes reliable quantitative analysis but qualitative evidence from students does support conclusions about researcher-teachers learning how to make best use of electronic conferencing.