Online ResearchOnline ResearchAn introduction to the use of the

internet in primary marketing research

Properly planned research leads to action, not further

study.

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

Online Research Approaches

• Online Observation

• Online Experiments

• Online Surveys

• Virtual Focus groups

• Multi-mode approach

Online Observation

Includes the collection of data from unknowing participants by tracking:

• browsing trails

• chat room conversations

• message board reactions

Online Experiments

• Testing cause-effect relationships using the internet as the medium

• Testing banner ad effectiveness

• Banner ad placement

• Reactions to web atmosphere

Internet Research Tools

• Panels; Research databases– Purchased– In-house

• Online Surveys– Site-centric Surveys

• Intercept

• Self-Select

• E-mail invitation

• Online focus groups• Multi-mode

Online Panels

• An Online Panel is a 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– OnlineSurveys.com– 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.

• The research firm then sends an e-mail 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).

(dis)advantages

BACK

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

• Difficult to generalize to larger populations

• Self-selection problems

• Respondent authenticity

• difficult to follow up

Disadvantages

Online Surveys

People are more likely to participate in online research again than other traditional forms

94% said they are more convenient91 said they would participate online againvs. 68% for mail ; 38% for phone ; 36% for mallOnline survey attract respondents similar to the

traditional forms of research68% had taken part in mail, phone, or mall surveyssample size = 2,147

Online Surveys

• Intercept Survey

Intercept Surveys

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 e-mail• lead them to web site for screening questions• E-Mail 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

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)