Where information is paramount: a mixed methods, multi-disciplinary investigation of Australian online investors

Abstract

Introduction. The paper reports an investigation of the role of information in online investment from multi-disciplinary perspectives.Method. The mixed methods approach is a major focus. A survey with 520 responses, provided data about the type and frequency of investment and information seeking.Analysis. Analysis involved frequency counts only. Individual interviews with a purposive sample of twenty-nine survey respondents provided in-depth perspectives. The analysis identified themes, categories and related quotes through the development of 'voice sheets'.Results. Inter alia, the survey indicated that the Internet (including e-mail) was the most popular way of seeking information; the interviews, that the type of investor (fundamental or technical) influenced source use.Conclusions. The survey provided a broad picture but the interviews revealed some important flaws in the questionnaire data. Both strands of the mixed methods approach were valuable.