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Word-of-Mouth

To what extent influences Word-of-Mouth, in the field of music, the receiver's purchase intentions?

Word-of-Mouth wisdom:

4.4 Data Collection

The survey population consisted of visitors of the MusicRemedy-website. The sample is a convenience sample. Recruitment was realized through an announcement on the websites central homepage containing a direct link to the online survey site. In the announcement, the purpose of the study was explained and confidentiality of responses was guaranteed. The announcement was placed on the central homepage during the entire period of data collection.

The questionnaire was electronically designed by means of standard software (i.e., http://www.thesistools.com/) that ensured an easy-to-access survey site and an easy-to-navigate survey interface. Respondents could fill out the questionnaire online; their answers were directly saved in a database on the supporting database server. Respondents had a chance of winning one of three packages of music CD's as an incentive for filling out the survey. Elimination of respondent entries because of missing data was not necessary, since respondents were prompted by the Web server to complete omitted items. Only questionnaires that were fully completed could be submitted.