Data collection methods: Interactive

 

The challenge for market research is to deliver the insight needed to make the right management decisions. The basic MR tool is asking questions, analysing the answers through statistics and/or interp ...

'Everyone is going to be talking touchpoints as the year progresses.' This was Mark Ritson's prediction in the first edition of Marketing Magazine in 2007. But how is this new focus going to affect th ...

This paper uses a case study of an advertising campaign for a basketball brand to argue that applying a holistic involvement model to all participants in the marketing process produces the best result ...

Understanding the needs, motives and behavioural patterns of others is fundamental to the development of successful partnerships. The provision of any service involves the interaction of providers and ...

This is not a typical advertising paper about market research. The advertising industry is just as responsible for creative market research; however, the years of criticism have obviously taken its to ...

The paper describes an original research approach using an interactive video-on-demand television platform to determine the value of the medium as a research tool to measure consumer response to vario ...

Where better to research the internet generation than through their most favoured medium? Rohin Malhotra explores the various methods of onlive research, and shows how best to adapt them to the kids c ...

The proportion of households in Europe with access to interactive services through television is growing rapidly and is expected to outstrip Internet penetration by 2005. This paper examines the poten ...

Numerous studies published by Dynamic Logic and other independent research companies have established that 468X60 pixel GIF (standard) ad banners can effectively increase branding metrics. However, th ...

Our firm specializes in ad tracking. If there was ever a natural for online research, this is it. We show ads and commercials to people and ask if they recognize them. There are many ways of getting s ...

Publishers and advertisers alike are focused on ad effectiveness on the Internet. Recently, CNET News.com commissioned EyeTracking, Inc. (ETI) to conduct a rigorous research investigation about the im ...

This paper presents a case study about the use of online qualitative research conducted in Spanish among Mexican consumers. It is believed to have been the first use of online bulletin board methodolo ...

As experimentation, exploration, and execution of online research continue to advance, cost-saving opportunities are emerging in online qualitative research. This research uses a side-by-side comparis ...

The online bulletin board is a relatively new qualitative research technique that can provide rich information about changes in consumers' lifestyles. Week-long boards were used with a wide range of c ...

This study compares mail, fax and web-based surveys in a university setting for response speed, response rate and costs. The survey was distributed to 300 hospitality professors randomly chosen from t ...

This paper describes a research method for evaluating television advertising copy that is new to both advertising and the Internet. DiscoverWhy pioneered the ability to stream proposed new advertiseme ...

This paper takes a critical look at the explosion of online research activity. Of particular interest is the extent to which the Internet-based research models currently gaining sway could undermine t ...

The paper looks into the creation of Internet panels. It reviews why most Internet panels are not randomly recruited: the coverage problem, the difficulties of Internet random recruiting (no sampling ...

This paper illustrates the effects of Internet usage on attitudinal and behavioral aspects and describes different ways in which users' mode of relationship with the Internet can be profiled and class ...

The objective of this paper is to provide some background to those interested in the Internet audience measurement industry, layout the alternative methods employed, and provide greater detail behind ...

The paper describes the work that has been carried out to test a set of existing marketing research methodologies applied to the internet environment. One of the objectives of this project is to test ...

Technological advances are engendering debate on the survey production line, but the process is only part of the story. Are we in the grip of a drive not towards insight but towards mere automation? D ...

This paper provides a prognosis for the future of internet research based on the attitudes, experiences and opinions of the buyers of research within the FMCG sector. The paper provides an understandi ...

This paper envisions the market research industry within the changing online and interactive future, providing a description of a possible future fuelled by the impact of the internet, and the effects ...

Using a quasi-experimental design - in which data collection methods and recruitment techniques as influencing factors were varied - Ipsos Germany conducted a comparative investigation for Langnese/Un ...

Best Western is the world's largest hotel brand with over 4,000 affiliated hotels worldwide. Quality assurance is of prime importance in order to build and maintain brand equity. To be able to manage ...

This paper presents a case study involving a leading pharmaceutical information company that uses internet-based research as a means of gathering primary data from physicians and other subjects. The c ...

Everyday in Japan huge numbers of mobile users access the web from their mobile phones. This presents a unique opportunity to researchers and marketers alike to use the mobile internet as a research p ...

The web provides researchers with a gold mine. Every click, response, page movement and delay can be logged and used for analysis. The amount of data that can be captured from web surveys is vast and ...

This paper provides an overview of web-based reporting across a number of dimensions, including why the web should be considered for data reporting; which research applications are most suitable for t ...