CUC 2004 I6 Krešimir Žnidar, Jan Jilek, Zenel Batagel - Alternative Approaches to Measure Web Site A
The topic of this presentation is web site audience’s measurement. In the markets where web marketing and advertising budgets spent on the Net are large enough, methods similar to peoplemeters in case of TV measurements are usually used. In such cases Internet users - panelists - have software applications installed on their computers that are monitoring Internet traffic from their computers. The data are sent to servers located at research organizations in real-time and so also analyzed. Alternative methods can also be used: (1) traditional surveys and (2) technological, mostly server based measurements. Both of them can be (and are widely) criticized. The reasons behind that are mostly low understanding of survey research and too high expectations that measurements are actually not needed since the Internet is highly trackable.