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Creating a sustainable future for MROCs: Preventing the exhaustion of the most promising development of our industry
Anke Bergmans, Jos Vink and Michelle de Laat, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses recruitment methods for Market research Online Communities (MROCs), arguing that by taking a new approach such communities can generate more insights for less investment.
This paper discusses recruitment methods for Market research Online Communities (MROCs), arguing that by taking a new approach such communities can generate more insights for less investment. Researchers are increasingly concerned with the cost-efficiency of MROCs and are seeking to fit in as many MROCs projects as possible. This scenario has led to response wearing out and members dropping out faster than new members can be recruited. A new promising methodology becomes exhausted before it even gets the chance to shine. It is argued that successful communities have the correct balance of 'creators' and 'contributors', with an example of a successful MROC described.
Multimode, Global Scale Usage: Understanding respondent scale usage across borders and devices
Melanie Courtright, Kartik Pashupati, Annie Pettit and Roddy Knowles, ESOMAR, Best Methodological Paper Award, Congress, Istanbul, September 2013
This paper discusses survey response styles, considering the personal characteristics - such as gender, age and nationality - which create response style and the difference between response style in online, telephone and other surveys.
This paper discusses survey response styles, considering the personal characteristics - such as gender, age and nationality - which create response style and the difference between response style in online, telephone and other surveys. Response style is a person's tendency to systematically respond to questionnaire items regardless of content, e.g. by giving extreme or mid-point responses on a scale. The impact of dropping or retaining the neutral point on scales is examined and the reliability of different measurement scales compared. Amongst the findings, the research showed that men are more likely to use the negative side of the scale, while women are most likely to use the extreme positive side. Guidelines for designing global online and mobile surveys which take response style into account are developed.
The use of new technologies on the British Birth Cohort Studies
Lisa Calderwood, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 590-595
This paper is drawn from the 2012 Social Research Association annual conference, and covers how new technologies are being used on the British Birth Cohort Studies.
This paper is drawn from the 2012 Social Research Association annual conference, and covers how new technologies are being used on the British Birth Cohort Studies. It looks at the the experience of using the web for data collection, and of using social media for tracing in previous studies and the plans for using the web, mobile technology and social media for data collection and participant engagement on the Millennium Cohort Study.
Making sense of online consumer reviews: a methodology
Karen Robson, Mana Farshid, John Bredican and Stephen Humphrey, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 521-537
Online consumer reviews have become an increasingly important source of information for both consumers (i.e.
Online consumer reviews have become an increasingly important source of information for both consumers (i.e. about whether to buy) and marketers (i.e. about product strengths and weaknesses). However, online consumer reviews are unstructured and unsystematic in nature, making interpretation of these reviews an enormous challenge. The current paper sheds light on a particular methodology that can be used to investigate what consumers say about companies, brands or products. Consumer reviews of the four best-selling games available on Apple’s App Store were compiled. Leximancer, a content analysis package, was used to compare comments from users who provided games with a five-star rating versus a one-star rating. Results from the Leximancer analysis reveal the most common themes and concepts that consumers use to describe their experience with these games. Specifically, five-star reviewers describe games as fun, awesome, amazing and addictive; one-star reviewers describe games as boring, easy and stupid. Additionally, negative reviews include themes regarding the presence of ads, technological difficulties and value. Future research should explore how consumers and marketers use this information.
You love the web... but how much? Measuring the value of the internet
Emmanuel Huet and Gabriela Barrios, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper describes a research project that aimed to quantify the value of the internet to consumers generally and, for some specific activities like banking and shopping, by using the economic concept of "consumer surplus".
This paper describes a research project that aimed to quantify the value of the internet to consumers generally and, for some specific activities like banking and shopping, by using the economic concept of "consumer surplus". The paper describes the impact of the web on companies and societies and predicts future increases in usage as the internet continues to expand to emerging nations and across mobile devices. The research also provides new knowledge and insights on today's connected consumers across countries, segments and generations. It includes data for 13 national markets globally.
Marketing cars: Listen to the petrolheads
Simon Hughes, Admap, February 2013, pp. 30-32
Many consumers searching for household appliances are habitual car forum users, visiting the likes of PistonHeads.com to Mumsnet.com.
Many consumers searching for household appliances are habitual car forum users, visiting the likes of PistonHeads.com to Mumsnet.com. They take advice from people they 'know' but have never actually physically met. Car lovers will stick with their favourite trusted sources for advice on everything from buying a new washing machine, to lawn mower or watch. Effectively they seek advice in what is essentially a 'virtual pub'. Cars are one of the most widely discussed products online, with owners comparing fuel economy figures, sharing stories and photos of road trips and even organising 'meets'. This article advises car marketers on how to reach out to these opinion formers without alienating the ranks of established journalists.
The role of topic interest and topic salience in online panel web surveys
Florian Keusch, International Journal of Market Research, Vol. 55, No. 1, 2013, pp. 59-80
Invitations to web surveys sent out through online access panels usually do not mention the topic of the survey, in order to reduce the risk of expert bias.
Invitations to web surveys sent out through online access panels usually do not mention the topic of the survey, in order to reduce the risk of expert bias. This study aims to elucidate whether online access panel members use the information on survey topic provided in email invitations in their participation decision and its influence on data quality. In a preliminary study, data about the personal interests of 1,660 panel members were collected. Panellists were then assigned to participate in one of two surveys, receiving emails with different amount of information on the survey topic. The influence of personal topic interest and topic salience on participation behaviour and data quality was measured. Evidence is presented that personal interest in the topic influences participation behaviour and data quality in online panels. Panellists who had been enrolled in the online panel for six months or less were more willing to participate if the topic of the survey was announced in advance.
Next Generation Research: The new forces driving MR
Brian Carruthers, Event Reports, Next Generation Research, January 2013
This report from Warc’s Next Generation Research conference summarises the event’s proceedings under the main headings of mobile, social media and big data.
This report from Warc’s Next Generation Research conference summarises the event’s proceedings under the main headings of mobile, social media and big data. It covers mobile’s potential to offer much more than a ‘survey clipboard’, particularly its ability to capture brand interactions as they happen in real time. Social media is recognised as an option of engaging groups of fans via online experiences, and generating research data via their interactions. The emergence of big data is seen as offering both opportunities and challenges, with an example of its positive application provided by Samsung’s ‘always on’ approach. And a representative from Google Consumer Surveys discusses the company’s entry into the market research space.
A smarter way to select respondents for surveys?
George Terhanian and John Bremer, International Journal of Market Research, Vol. 54, No. 6, 2012, pp. 751-780
Online research has experienced astonishing growth over the past 15 years. To keep up with this growth, researchers have developed new ways of accessing and utilising respondents.
Online research has experienced astonishing growth over the past 15 years. To keep up with this growth, researchers have developed new ways of accessing and utilising respondents. Nevertheless, they can still find it difficult to complete the needed number of interviews on time, particularly when the target population is rare or in high demand. For this reason, it is common today for researchers to use more than one sample source for some types of project, such as a tracking survey that measures change over time. Adding one or more sample source to the original might address the need for more respondents, but some evidence suggests that it might also decrease sample representativeness and reduce response accuracy. In this paper, we introduce a new methodology that enables researchers to select potential survey respondents from either a single sample source or multiple sources based on how well their characteristics match an appropriate, evolving standard with demonstrated evidence of external validity. We also present evidence suggesting that, in the aggregate, respondents who are selected through the new methodology are more representative of the target population than respondents selected by other means. Finally, we consider possible implications of the new methodology on methods other than online research with non-probability samples.
How MasterCard turned to social media for Latin American research insights
Geoffrey Precourt, Event Reports, The Market Research Event, November 2012
This report from The Market Research Event conference covers a presentation from MasterCard on its increasing use of online and social media as a source of consumer insights in Latin America.
This report from The Market Research Event conference covers a presentation from MasterCard on its increasing use of online and social media as a source of consumer insights in Latin America. Data shows that consumers in the region have poor regard for traditional, offline research methods, but that online surveys hold more appeal. The credit card company believes it needs to translate its latest “Priceless experiences” brand positioning into its approach to its research activities in order to engage respondents for the best results. It has also seen Latin and South American consumers’ engage with its brand on social media (such as in their response to a risqué TV ad in Chile), leading it to identify social platforms as an important source of supplemental insights for researchers and marketers in the region.
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