CH08 Online Marketing Research: The Growth of Mobile and Social Media Research Flashcards
(45 cards)
what role can secondary data play in the marketing research process?
secondary data can
- clarify research problems
- suggest methodologies
- potentially provide solutions, saving time and cost associated with primary research
how can the internet be used for accessing secondary data?
the Internet provides a vast array of resources for accessing secondary data
by utilizing search engines like Google, researchers can search for specific information or topics of interest, allowing them to filter through available sources and find relevant data
why is providing a static list of websites for marketing research purposes not practical?
- the list of websites relevant to marketing research is dynamic and constantly changing
- search engines like Google provide a more effective approach, allowing researchers to search for specific information tailored to their needs
what are online bulletin boards (OBBs) in qualitative research?
online bulletin boards (OLBBs): an online version of traditional focus groups where participants join from their own locations via the Internet
how are participants recruited in OLBBs?
they are recruited based on characteristics relevant to the study. characteristics include:
- age
- gender
- product/service usage
- others that would put them in the target market for the product or service of interest
how do participants engage in OLBB discussions?
participants engage in discussions facilitated by a moderator. they respond to questions posted by the moderator on a discussion board at their convenience.
their responses can be viewed by the moderator, clients, and other participants. the discussions typically span multiple days, allowing for ongoing refinement of questions based on received responses
what are some of the advantages of the OLBB approach?
- distance is not a limitation as participants can be located anywhere
- travel is not required for the moderator, clients, or participants
- participants can provide responses at their preferred time, day or night
- detailed and rich information can be obtained over multiple days
- sensitive topics can be addressed more comfortably in an anonymous environment
- a larger number of participants, typically 20-25, can be accommodated
- written, photographic, and video concepts can be shared with participants
- complete transcripts are generated and available immediately at the end of each session
- consistent presentation of material and questions provides a quantitative dimension
what are the main disadvantages of the OLBB approach?
- real-time respondent interactions are not available
- facial expressions and body language, which can provide better understanding, cannot be observed by the moderator and clients
what are the overall benefits of using OLBBs for qualitative research?
OLBBs offer an economical, fast, and efficient means to gather qualitative data from a relatively large number of qualified individuals. they allow for convenient participation, extended engagement, and anonymity, enabling participants to provide thoughtful responses
the many disadvantages of bulletin board focus groups have been eliminated by the use of what?
by the use of webcams and streaming technology along with webcam focus group software
webcams connect participants and a moderator. researchers are now using zoom to conduct focus groups as well
the video-based online focus group marries the benefits of traditional qualitative research and the promised benefits of online focus groups:
- moderators can see and hear participants, meaning that there is greater context to a participant’s responses and probing is not compromised
- participants can log in from any part of the world, thus eliminating the need for the moderator or clients to travel to a limited number of markets
built-in collaboration tools enable the moderator to show multiple forms of stimuli (concepts, advertisements, storyboards) to the groups
webcam groups require more screening than a traditional offline focus group. additional questions include:
- one to evaluate a recruit’s comfort level participating in a webcam-based interview (strong comfort required)
- a question about broadband access on the computer they will use for the interview (broadband access required)
- a question about personal comfort using a computer and the Internet
- a question about webcam ownership
some research companies will send webcams to hard-to-find qualified respondents.
what online platforms can be used to recruit participants of a research study?
- craigslist
- facebook, and other social media sites
prerecruited internet panel such as SSI and Research Now - email invites
what are online individual depth interviews (IDIs)??
online individual depth interviews (IDIs): one-on-one interviews conducted via webcam or other online platforms
they are similar to webcam focus group interviews but involve only a single participant at a time, allowing for more in-depth discussions
how do online IDIs differ from bulletin board IDIs?
- online IDIs are conducted using webcam or other online platforms, whereas bulletin board IDIs rely on text-based interactions
- bulletin board IDIs are less efficient due to the extensive typing required and the lack of nonverbal feedback
how do online IDIs overcome the limitations of traditional IDIs?
online IDIs address the limitations of traditional IDIs by incorporating visual cues through webcam interactions
this allows for the observation of nonverbal cues, which can provide additional insights during the interview process
what are the advantages of conducting IDIs online?
- online IDIs offer richer content and deeper insights compared to most focus groups
- they allow for extended interview durations, enabling more comprehensive discussions
- online IDIs are particularly beneficial for reaching individuals such as physicians or busy executives who may have limited availability for in-person interviews
what are the limitations of online IDIs?
the primary limitation of online IDIs is the potential lack of nonverbal cues compared to face-to-face interactions. while webcam interviews allow for visual observations, they may not capture all the nuances of facial expressions and body language
why are online IDIs valuable for reaching certain professionals or busy individuals?
online IDIs provide a flexible and convenient way to engage professionals such as physicians or busy executives who may have limited time for in-person interviews
by conducting interviews online, researchers can overcome scheduling constraints and reach these individuals more effectively
list the advantages of online surveys
- rapid deployment, real-time reporting
- reduced costs
- ready customization
- high response rates
- ability to contact the hard-to-reach
- provides a robust customizable survey platform
- external internet panels simplify life for research suppliers
- faster than traditional methods
- faster initial analysis
what are the disadvantages of online surveys?
- Internet users may not be representative of the general population
- unrestricted Internet samples can lead to self-selection bias, as only web surfers or those interested in the topic may participate
- repeat voting or multiple access to the survey by the same Internet user can skew the results and compromise data integrity
- sample frames for specific locations or niche populations may not be readily available on the Internet
- lack of customer contact information, such as email addresses, can make it challenging to gather a feasible Internet sample for certain businesses or establishments
define unrestricted internet sample
unrestricted internet sample: self-selected sample group consisting of anyone who wishes to complete an internet survey
name some tools used to conduct online surveys
tools used to conduct online surveys:
- SurveyMonkey
- Qualtrics
- Checkbox Survey
- Zoho Survey
- SurveyGizmo
- SurveyPlanet
what are some things researchers can include to make the survey experience better for the respondent?
some of the things you can do to create a better experience for the respondent include:
- as with any questionnaire, use language that is less “research-ese” and more conversational.
- be honest and upfront about the time required to complete a study.
- ensure that all possible answer choices are given; avoid overuse of “other.”
- keep survey to less than 20 minutes in length and provide participants with progress information as they advance through the survey.
- consider using graphics when possible or appropriate to make the experience more visually engaging.
- make studies more informative—participants are particularly motivated by acquiring new knowledge and information about a product or topic.
