Ideal participants in online market research: Lessons from closed communities
Aleksej Heinze
University of Salford
Elaine Ferneley
University of Manchester
Paul Child
Join the Dots
Introduction
Online market research communities are becoming increasingly popular with organisations for harnessing intelligence, and assisting them in making decisions about new product and services delivery (Oxley 2006). This new method of market research adoption is fuelled by the growing penetration rates of internet connectivity and the use of social media services (Aaker et al. 2011). With the increasing acceptance of online market research communities, we have to question the validity of data and...