On-line Qualitative market Research: Interviewing the World at a Fingertip

Rob Drent, Sabine Mulders and Norbert Scholl

This paper describes an experimental study into the validity and reliability of international qualitative market research through the Internet.

 

Online Qualitative Market Research

Interviewing the World at a Fingertip

Norbert Scholl Sabine MuldersandRob Drent

Research Objectives and Method

Introduction

The user friendliness of the Internet is reaching a stage in which it is no longer an ordeal to retrieve even the simplest information from the vast database that the net is offering. Although the Internet is still confined to the boundaries of the personal computer screen, this will soon be past tense; it is now clear that the Internet is definitely going to be a medium for the masses. As soon as the vast majority...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands