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Entire contents © 2005  Forrester Research, Inc. All rights reserved.

Methodology

Forrester developed research and screener questions for an online survey jointly with the American Business Media to address the current and future state of business-to-business digital marketing.

Forrester fielded screener questions to a predetermined portion of the eRewards panel to identify qualified respondents.

Membership into the eRewards panel is by invitation only. Potential panelists can request an invitation through an eRewards sponsor (i.e., American Airlines, Hilton, Hertz, etc.). Once the potential panelist completes an online profile and the request is accepted, panelist will then receive a notification via email.

Members can earn up to $1 in e-Rewards for each e-mail they receive, and much more for providing their opinions on periodic research surveys. Once sufficient currency has been accumulated, members can then redeem their e-Rewards for rewards from companies like American Airlines, BLOCKBUSTER, Hertz, Hilton, IBM, Omaha Steaks, and e-Bags.

There are over a half million active business panelists.

Forrester fielded the entire survey (including screeners) to qualified eRewards panelists and received a total of 867 respondents within 21 various industry areas.

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