that it will identify any best practices in actual û as opposed to theoretical û use by marketers who are charged with responding to the demands and challenges and opportunities implicit in e-marketing. Combining qualitative and quantitative research in a study allows the researcher to assess the reliability and validity of the so-called "conventional wisdom" in a field of study (Bailey, 1990, p. 126).
In order to achieve the foregoing primary and secondary research objectives, two research hypotheses will be tested. The first research hypothesis is stated as:
H1: Business-to-consumer marketers that succeed in
the new economy will use online marketing techniques
and strategies in addition to traditional marketing
H2: B2C online marketing requires the use of
different marketing formats, techniques, and
strategies than does traditional marketing.
...