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23 Cards in this Set
- Front
- Back
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the internet can be used for
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estimating potential consumers
estimating qualification study consumer survey product or service design |
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internet can be used as a
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research medium through tv, computer based surveys, in store research
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Many benefits
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low cost, speed emails, data quality, flexibility, interactivity
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variety of online environments
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web, chatrooms, email, discussion groups
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MEG
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moderator posting questions by e-mail to a small group of respondents, collating and summarizing their answers, and sending these to the group for comment
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Collected off- line
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personal or socio-demographic information that is usually requested in questionnaire surveys to help establish the characteristics of the sample
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What can be done to gather quantitative information
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distributed by email or placed on websites
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controlled sample method
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recruiting people from a reputable sampling frame
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omnibus panels
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provide a controlled sample of pre-screened individuals
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open to all methods
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broadcasting e-mails to all and sundry, or posting a questionnaire on a public website (with or without attendant publicity), and accepting responses from all who reply, or inviting members of a discussion group or chat forum to contact the researcher
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what is important when doing online ads
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publicity
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what can be done to encourage people to take questionnaires and surveys
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send out invites, design survey instrument, provide incentive
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four ways to gather marketing research?
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e-mail questionnaires, Web questionnaires, public chat and discussion groups, and on-line focus groups
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how can email be used as a survey instrument
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Embed questions in the body of an e-mail message;
• Include questions in a document attached to the e-mail message which the user is invited to extract and complete • Provide a link in an e-mail message to a survey instrument located elsewhere |
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What are web questionnaires used for?
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gather quantitative or other structured information
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main drawback of web questionnaires
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relatively small proportion of people who use the Web
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offline sampling- web
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a controlled source of e-mail addresses, and send e-mail questions to them
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online sampling- web
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to identify respondents to whom printed questionnaires are mailed
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participant observation
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If you register with a chat forum or discussion group, then you can join in with on-going discussions
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non participant observation
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Most chat forums and discussion groups permit non-registered users to listen in on conversations by members
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One of the best-known methods of gathering unstructured, qualitative information
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focus group
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what happens with a focus group
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evaluate the performance of existing products or services; to brainstorm new ideas; to test new products and services; and to pilot conventional surveys
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disadvantage of online focus groups
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• Participant contributions may depend on their typing ability.
• The unusual group dynamics and interaction procedures may be offputting to many participants. • It can be difficult to gather attitudes based on the feel or smell of new products. |
