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Survey Methodology

The study was carried out by Backbone IT Group with aid from Lancaster University's computing and communications systems faculty.

The aim of the research was to gain a deeper insight into the current attitudes towards and usage of online marketing among the business community.

Companies surveyed, predominantly SMEs based in the United Kingdom but also including larger businesses from around the world, were chosen on the basis of already either doing business online or otherwise maintaining a corporate website.

After an initial pilot survey of 5 businesses, following which modifications were made to the questionnaire format, 100 companies were polled during the period between June and August 2008.

Respondents were requested to complete a short online survey, in return for which they would be eligible to receive a complimentary consultancy document from Backbone IT Group, detailing how they might improve their own online conversion rates.

The companies polled were contacted through:

• Commercial members of Lancaster University Knowledge Business Centre cluster.
• Lancaster Chamber of Commerce, an organisation of which Backbone IT Group is a member.
• Liverpool Chambers of Commerce, an organisation of which Backbone IT Group is a member.
• Backbone IT Group's company database.

Results were then collated and analysed by K. Seewoonauth of Lancaster University's computing and communications systems faculty, providing an independent, academic perspective to the research.