Identification of suitable parameters of research in the Czech Republic e-commerce environment

Abstract

The aim of this paper is to formulate recommendations for successful conduction of a questionnaire survey in field of the Czech e-commerce based on in-depth interviews performed with representatives of ten companies. The paper concludes that a questionnaire survey with estimated response rate of 15-30 % is feasible under certain conditions and outlines a specific procedure of how to achieve that. The key of successful conduction of a survey was identified to be winning the trust of respondents (e.g. auspices of a professional association in the field) and appropriate way of addressing respondents (via the professional network LinkedIn, email and phone). Due to unpopularity of questionnaires, personal interviews seem to lead to a higher response rate. Offering the final results of intended research can be an appropriate motivational element for respondents. Based on the previous research, the paper also identifies optimal time of invitation of respondents for participation in a survey (between 16:01 and 20:00 on Fridays). Appropriate formulation of questions and answer options is also important, as well as anonymousness of gathered data.