Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 10-1 Chapter 10 Online Focus Groups Internet Marketing Intelligence

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 10-2 Objectives Provide an understanding of general nature of focus group research and how to conduct focus groups on and through the Internet. Delineate the advantages and disadvantages of Internet focus groups. List Internet-based organisations that allow researchers to participate in online focus groups. List Internet-based organisations that can be employed to conduct online focus groups. Discuss a range of resources that may be used to learn more about online focus groups.

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 10-3 Definition of Online Focus Groups Qualitative research performed through the Internet involves gathering data from free- format responses elicited by open-ended responses to in-depth and subjective observations. Qualitative research is used to measure experiences, emotions, opinions and other non-quantitative data.

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 10-4 Benefits of the Internet Lack of geographic barriers Much lower costs Faster turnaround time Increased openness of respondents

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 10-5 Advantages of Online Focus Groups Financial: no facility costs no catering required transcripts of discussions are available within minutes of completing the session incentive payments may be reduced no travel costs involved

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 10-6 Advantages of Online Focus Groups Efficiency: session conducted in a very short time period field, transcripts and data analysis times are reduced time and place are convenient for participants Diversity of group participants: participants are recruited from diverse geographic locations and different social and demographic groups reduced problem of anonymity of group members consumers who are too busy or dislike group participation can be persuade to join a discussion

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 10-7 Advantages of Online Focus Groups (cont.) Participation Time commitment Openness of respondents Recruitment of respondents Communication with moderator Client involvement Online groups easier to moderate

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 10-8 Advantages of Online Focus Groups (cont.) Bulletin-board style allows for participation on respondents schedule More available in certain places than telephone conferencing facilities Can be used to corroborate findings from in-person groups—done in only one or two markets

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 10-9 Problems with Online Focus Groups Group dynamics Non-verbal inputs Client involvement Security Attention to the topic Exposure to external stimuli Role and skill of the moderator

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest Key Point Online focus groups are most effective when qualitative feedback is needed quickly, participants are from widely dispersed locations, and/or ideas for questions to be included in a quantitative survey are needed.

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest Online focus group scenario Identify respondents Screen/contact respondents Give instructions Use a chat-room window Show an image about which an opinion is needed

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest Web sites to Help Conduct a Focus Group Custom Forum delphi/ ParaChat

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest Online Focus Groups Cyber Dialogue x.html iCameo Paid2Survey.Com

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest Organisations Greenfield Online conducts online focus groups and recruits participants CustomerSat, Inc. provides free market research resources SurveySite online focus groups as part of overall research approach

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest Metadexes of Market Research Firms The Greenbook Volition

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest Summary Many research firms are now conducting qualitative research on and through the Internet. Online focus groups often provide a faster and cheaper means of collecting qualitative data than using the real-world equivalent.