Datasheet

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Part I Laying the Foundation
TABLE 1-5
Internet Research Firms
Company Web Address
comScore Networks www.comscore.com
Forrester Research www.forrester.com
Harris Interactive www.harrisinteractive.com
Jupiter Communications jupitercommunications.com
Nielsen//NetRatings nielsennetratings.com
Nua Internet Surveys www.nua.ie/surveys
Statistical Research, Inc. statisticalresearch.com
WebSideStory websidestory.com
Zandl Group zandlgroup.com
columnists from a list. If they fail to select a single one from the intellectual magazines, you have
a red flag on their previous answer — why would they read those magazines if they didn’t enjoy
any of their writers? In that case, you should probably exclude that respondent’s answers from
your tally.
When designing a form for your Web site, however, you should bear in mind that you don’t
want to make it too long. People — especially Web surfers — do not have endless patience for
answering zillions of questions, which limits your ability to mix in confirmatory questions.
If at all possible, resist the tremendous temptation to force your site visitors to fill
out endless forms in order to access your site. You will drive away more people than
you’ll attract, if you don’t avoid this temptation. You may think that you have the upper hand
because you can withhold access, but visitors have the upper hand because they can refuse to
participate.
Determining Your Approach
Before you take the first step toward actually putting your Web site together, you have to deter-
mine how you are going to approach your intended audience. You must first set your goals,
decide how complex your site’s technology will be, and, armed with that knowledge, set a
realistic budget.
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