Online Research An introduction to the use of the internet in primary marketing research
Properly planned research leads to action, not further study.
Online Research Spending Worldwide Online Research Spending (US$ millions) About 21% is B2B research
Online Research Define the problem Choose the research approach –experiment, focus group, survey Select the sample source Contact method –telephone, internet, in-person Design Instrument Data Collection and Analysis Online research must follow traditional research guidelines to be effective
Internet Research Tools Panels; Research databases –Purchased –In-house Online Surveys –Site-centric Surveys Intercept Self-Select invitation Online focus groups Online Observation Online Experiments Multi-mode
Online Panels An Online Panel is a database of individuals with distinct characteristics who have agreed to be subjects for online research for some form of compensation. The use of Online Panels reduce some of the disadvantages associated with open survey research.
Online Panels Two types of panels: Syndicated Panels –owned by another research firm and results are sold Proprietary Panels –insightexpress.com –Harrisinteractive – physicians panel –SportsResearch.com –TechKnowPanel.com
Online Panels The Client is interviewed about the goals of their research and the required complexion of the sample. They then select the characteristics important to the client and filter those out of the database.
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Online Panels The research firm then sends an message to the list of prospective subjects to compile the necessary number of subjects. A central meeting time is determined and an e- mail is sent linking the subject to the research instrument (a survey or the virtual focus group).
Online Panels Reach busy professionals –Doctors, lawyers, IT Managers,... Results generalizable to a specific population Strict, intensive screening of panel members Advantages
Online Panels Panel over-used Self-selection problems Expense Problems
Online Surveys People are more likely to participate in online research again than other traditional forms 94% said they are more convenient 91 said they would participate online again vs. 68% for mail ; 38% for phone ; 36% for mall Online survey attract respondents similar to the traditional forms of research 68% had taken part in mail, phone, or mall surveys sample size = 2,147
Online Surveys Intercept Survey
Online Surveys Site-centric Surveys –Self-Select
Online Surveys Quick data collection Cheaper –production costs, postage, time, administrative costs Large population (17,500) with fewer geographic restrictions (multi-national) computer entered data honesty to sensitive questions new! novelty to respondents targeting abilities Advantages
Online Surveys Short instruments –25 to 30 questions Difficult to generalize to larger populations Self-selection problems Respondent authenticity honesty to any questions interrupts goal directed behavior difficult to follow up flaming and letter bombs Disadvantages
Online Focus Groups “The focus group is virtual, but the candy is real” Contact potential participants by lead them to web site for screening questions selected participants –offer $$$$ for participation Clients “Rent” Facility –Greenfield Online hosts focus groups Clients and 4-8 group members log onto site at same time and are greeted by the moderator Split screen for focus group
Online Focus Groups Quick data collection Cheaper - $500-$1000 less –flights, room rental, time, administrative costs, meals Private conversations between moderator and clients or participant(s) No group think or dominant member Computer entered data Honesty due to privacy and comfort Results generalizable to a specific population Geographic and professional reach Advantages
Online Focus Groups Short duration - up to an hour Less group interaction and brainstorming No non-verbal data possible Difficult to generalize to larger populations Respondent authenticity (slim) honesty to any questions uncontrollable distractions –knock at door, laundry, baby crying,... difficult to follow up Disadvantages
Online Observation Includes the collection of data from unknowing participants by tracking: chat room conversations message board reactions browsing trails
Online Experiments Testing cause-effect relationships using the internet as the medium –Testing banner ad effectiveness –Banner ad placement –Reactions to web atmosphere
Report Delivery Online methods for report delivery are cheaper and can be sent and distributed throughout the client’s organization Safe, Secure, and Succinct (or Summarized)