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Ideal participants in online market research: Lessons from closed communities
Aleksej Heinze, Elaine Ferneley and Paul Child, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 769-789
Online market research communities are dependent upon their members’ participation, which in turn provides market intelligence for community operators.
Online market research communities are dependent upon their members’ participation, which in turn provides market intelligence for community operators. However, people join these communities for different reasons. The selection process for market research community members and the moderation process of these communities have a number of pitfalls, which can result in misleading interpretations of intelligence and flawed decisions based on their contributions. Using social capital theory in conjunction with research on different motivational types of participant, this paper focuses on lessons from commercially operated, closed online market research communities; it provides us with insights on membership selection and community moderation methods. The practical finding is that the ideal participant of such communities would be attracted by activities and rewards, which do not directly or obviously relate to the specific objective of an online market research community.
Creating a new playbook: Making qualitative research more accessible to newcomers
Ray Poynter, ESOMAR, Qualitative, Valencia, November 2013
This paper sets out guidelines for non-specialists who wish to use qualitative research methods. The biggest challenge to the future of qualitative research is that increasing numbers of people who do not understand the qualitative paradigm are able to conduct projects, using sophisticated tools, without the knowledge of how to conduct and analyse qualitative research.
This paper sets out guidelines for non-specialists who wish to use qualitative research methods. The biggest challenge to the future of qualitative research is that increasing numbers of people who do not understand the qualitative paradigm are able to conduct projects, using sophisticated tools, without the knowledge of how to conduct and analyse qualitative research. The paper covers the concept of 'data' in qualitative research, analysis methods, planning for discussions and considerations around participant agendas.
Best of Both Worlds?: Can we make convenience samples representative?
Pete Doe and Robert Smith, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the reliability of online panel data, considering the issue of sample bias by examining different methods of selecting and weighting samples from panels.
This paper discusses the reliability of online panel data, considering the issue of sample bias by examining different methods of selecting and weighting samples from panels. Many companies have large online respondent panels which allow data and insight to be generated quickly and cheaply. However, the methods used to recruit respondents are not scientific and suffer from self-selection. Sample matching against a smaller, but statistically representative panel has been suggested as a means to reduce sample bias and to enable a statistically representative sample to be selected. This paper examines the extent to which bias can be reduced using this approach, and the relevant factors that must be taken into account.
Viewpoint: Social media: opportunities and risks for regional market research
Thomas Aichner and Urban Perkmann, International Journal of Market Research, Vol. 55, No. 5, 2013, pp. 609-610
This Viewpoint looks at the benefits and problems of implementing social media to collect data for market research.
This Viewpoint looks at the benefits and problems of implementing social media to collect data for market research. While it offers easy and cheap access to young customers, there are also serious concerns over the reliability of data. The authors offer solutions for how to overcome the specific concerns relating to accurate regional data.
Let their fingers do the talking? Using the Implicit Association Test in market research
Aiden P. Gregg, James Klymowsky, Dominic Owens and Alex Perryman , International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 487-503
Self-report methodologies – such as surveys and interviews – elicit responses that are vulnerable to a number of standard biases.
Self-report methodologies – such as surveys and interviews – elicit responses that are vulnerable to a number of standard biases. These biases include social desirability, self-deception and a lack of self-insight. However, indirect measures, such as the Implicit Association Test (IAT), offer a potential means of bypassing such biases. Here, we evaluate the scope for using the IAT in market research, drawing on recent empirical findings. We conclude that the IAT meets several desirable criteria: it yields consistent results, possesses predictive power, offers unique advantages, is relevant to commercial issues and poses no insuperable challenges to adoption.
Distortion in retrospective measures of word of mouth
Robert East, Mark D. Uncles, Jenni Romaniuk and Chris Hand, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 477-486
When respondents are asked to report on past behaviour, their responses may be affected by an unknown level of measurement error.
When respondents are asked to report on past behaviour, their responses may be affected by an unknown level of measurement error. This casts doubt on the findings from retrospective surveys. There is evidence that measurement error is a function of the interval between an experience and the time when the experience is reported. In this study, the volume of word of mouth (WOM) is measured as a function of this interval. Both positive and negative WOM (PWOM, NWOM) show little change with interval, which indicates that recall measures of the volume of WOM are quite reliable and may be used with confidence. Possible distorting influences on retrospective measures are discussed.
Mythbuster: Ignoring inconvenient data
Les Binet and Sarah Carter, Admap, July/August 2013, pp. 9-9
In their regular column, Les Binet and Sarah Carter discuss people's common tendency to ignore factual evidence that contradicts their own assumptions and preferred ideas, known within psychology as 'confirmation bias'.
In their regular column, Les Binet and Sarah Carter discuss people's common tendency to ignore factual evidence that contradicts their own assumptions and preferred ideas, known within psychology as 'confirmation bias'. Generally, people tend to seek views that support their own and ignore those that don't. The phenomenon is also due to how our brains work: continued rigorous testing of hypotheses requires high levels of effort; our memory is better at holding false information that supports our views; and socially, there's less incentive to broadcast information that undermines our opinions and beliefs. They advocate employing experts in hypothesis testing as well as a few "heretics" who will challenge the orthodox view.
Including Don't know answer options in brand image surveys improves data quality
Sara Dolnicar and Bettina Grün, International Journal of Market Research, Digital First, July 2013
How do respondents use the Don’t know answer option in surveys? We investigate this question in the context of brand image measurement, using an experimental design with about 2,000 respondents and, for the first time, considering a range of commonly used answer formats.
How do respondents use the Don’t know answer option in surveys? We investigate this question in the context of brand image measurement, using an experimental design with about 2,000 respondents and, for the first time, considering a range of commonly used answer formats. Results indicate that Don’t know options are primarily used when respondents genuinely cannot answer the question, as opposed to representing a quick, low-effort option to complete a survey. Two practical conclusions arise from this study: (1) a Don’t know option should be offered in cases where it is expected that some respondents may be unfamiliar with some brands under study; and (2) answer formats without a midpoint should be used in brand image studies because midpoints can either be falsely misinterpreted as an alternative to ticking the Don’t know option, or used as an avenue for respondent satisficing.
Researching implicit memory: Real-time research
Deborah Porton, Admap, May 2013, pp. 31-33
This article shows that when mobile devices are used in real-time research, immediate, instinctive responses can be collated, achieving more truthful insight.
This article shows that when mobile devices are used in real-time research, immediate, instinctive responses can be collated, achieving more truthful insight. An app was developed that required market research respondents to complete a mobile diary for every 30-minute period of the day for one week. As entries are required so frequently, respondents aim to complete it as fast as possible which results in responses that are likely to be instinctive. To measure facial expressions, another application was built that simultaneously plays a video and films the respondent's face. Examples of real-time research include looking at watchers of the Oscars in the US and of a live TV debate for the Danish Parliamentary Elections.
'Ready to complete the survey on Facebook': Web 2.0 as a research tool in business studies
Aleix Gregori and Fabiola Baltar, International Journal of Market Research, Vol. 55, No. 1, 2013, pp. 131-148
Practical issues associated with sampling and data collection are of real concern to business researchers.
Practical issues associated with sampling and data collection are of real concern to business researchers. Some important methodological issues are the willingness to participate of the individuals and the provision of accurate information. Therefore, the aim of this article is to present the results obtained from the combination of social networking sites (Facebook) with an online questionnaire to study transnational entrepreneurs in Spain. The article analyses the pattern of answer of 219 entrepreneurs surveyed, and a cluster analysis of respondents and types of question is developed. The conclusion is that new technologies can help researchers to tackle some of the limitations associated with the administration of surveys to business people (e.g. lack of motivation to answer, intermediate filters) and can improve the quality of the information collected (e.g. higher level of response to confidential questions). However, it is acknowledged that ethical and methodological considerations are of great importance in this kind of study.
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