Creating a sustainable future for MROCs: Preventing the exhaustion of the most promising development of our industry

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.

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

Introduction

About ten years ago, the industry witnessed the birth of a new method in market research: online qualitative. Agencies (and software suppliers) developed technical solutions to bring traditional qualitative methods online. In those days we worked with basic online tools: diaries, chats and bulletin boards.1)Although these tools were basic, they provided the opportunity to gather qualitative information within a short period of time. More importantly, respondents participated in...

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