Combining qual and quant online - fast, cost-effective and actionable

Nino DeNicola and David P. Bradford

This paper discusses how an innovative use of the online bulletin board research tool allowed one moderator to conduct 142 individual Internet interviews over a three-day period.

Combining qual and quant online – fast, cost-effective and actionable

Nino DeNicolaDialogue Resource, Inc., United States

David P. BradfordInternational Sales and Marketing, Itracks International, Inc., United States

INTRODUCTION

The earliest applications of the Internet for marketing research were for standard quantitative surveys in which practitioners focused on the mechanics of making both the interview experience and analytic process as close as possible to those of conventional telephone surveys. Similarly, as the technology evolved and researchers began experimenting with the Internet as a vehicle for qualitative research, their first efforts (via AOL around 1994) aimed at achieving, to the...

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