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Online Market Research

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This overview of Online Market Research was presented at Marquette University on March 29, 2007

Published in: Marketing

Online Market Research

  1. 1. Online Market Research Presented by: Kevin A. Barnes Research Lead Creatonomy Marketing Communications March 29, 2007
  2. 2. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. How are Market Researchers Researching? Source: 2006 ESOMAR Industry Study
  3. 3. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. How are Market Researchers Researching? Source: 2006 ESOMAR Industry Study
  4. 4. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. How are Market Researchers Researching? Source: 2006 ESOMAR Industry Study
  5. 5. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Growth in Online Quantitative Research Source: Inside Research, 2005
  6. 6. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Advantages of Online Research ! Can gather results for low-incidence populations ! Can reach participants virtually anywhere ! Reduces/Eliminates travel costs ! Fast turnaround
  7. 7. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. For Example, Online Research is Ideal for… ! Testing advertising media: " Images " Messages " Music " Branding " more
  8. 8. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Example: Online Focus Group Source: Knowledge Networks
  9. 9. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Example: Online Survey Source: Creatonomy
  10. 10. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Example: Online Survey Results Source: Creatonomy
  11. 11. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. The “Art” of Online Research ! Tip One: The business issue dictates the approach to the research. " Do you need a precise or directional answer? " Is the timeline urgent or not? " Are there any biases that would affect the research study?
  12. 12. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. The “Art” of Online Research ! Tip Two: Recruit respondents; don’t allow people to join voluntarily. " Retain control of your research sample " Avoid self-selection bias " Avoid professional respondents
  13. 13. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Impact of Self-Selection Source: Knowledge Networks
  14. 14. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. The Problem of “Professional Respondents” ! The average Online Panel volunteer belongs to 8 other online panels. ! 30% of all online surveys are completed by just 0.25% of the population ! In 2004, a typical Professional Respondent took an average 80 online surveys during a period of just 90 days
  15. 15. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. The “Art” of Online Research ! Tip Three: Purely online research cannot be considered representative of the general public. " There remains a significant portion (30-35%) of the overall population that lacks email or Internet access.
  16. 16. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. The “Art” of Online Research ! Tip Four: Just because research is being conducted online, that doesn’t mean you can forget everything else you know and have learned about conducting research. " The requirements for successful research are independent of the research environment.
  17. 17. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Questions?
  18. 18. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Contact Information To request an electronic copy of this presentation, contact: Kevin A. Barnes kevin@creatonomy.com Creatonomy Marketing Communications
  19. 19. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Appendix
  20. 20. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Elements Impacting Online Quantitative Research Accuracy !  Coverage Bias: If those without Internet access cannot participate, data will be skewed; all online opt-in panels exclude the non-Internet population. !  Self-Selection Bias: When respondents choose themselves (i.e., opt in or volunteer) — rather than being chosen as part of a random sample — then it becomes impossible to project research findings to larger or other populations. !  Non-Response Bias: Frequently in online opt-in research, a small fraction of those invited actually participate, and little effort is made to convert nonresponders. !  Respondent Maintenance: Nonparticipating respondents need to be identified and removed from the results analysis; but some types of online research — such as online opt-in panels — often allow nonparticipating members to be considered members, even after they have not participated or answered anything in a significant length of time. !  Respondent Engagement: A strong effort must be made to keep respondents attentive and involved in the online environment, and help them troubleshoot in real time during survey taking. !  Replicability of Results: As with quantitative scientific research, results cannot be considered valid if repeating the research process produces completely different results.
  21. 21. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Online Survey Tools & Software !  Formsite (www.formsite.com): Subscription !  Pendragon (www.pendragonsoftware.com): Subscription !  Perseus (www.perseus.com): Subscription !  Quia (www.quia.com): Subscription !  SurveyMonkey (www.surveymonkey.com): Free Basic level; Subscription Professional level !  SurveyShare.com (www.surveyshare.com): Subscription !  SurveySuite (intercom.virginia.edu/cgi-bin/cgiwrap/intercom/ SurveySuite/ss_index.pl): 14 days free !  SurveyTracker (www.surveytracker.com): Subscription !  Zoomerang (www.zoomerang.com): Free Basic level; Subscription Advanced levels
  22. 22. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Other Resources ! ResearchInfo.com has a number of resources for conducting online market research, including: " Directory of Online Research Vendors " Evaluations and demo versions of numerous online research software packages " Tutorial for creating online survey content " Market research calculators (for determining incidence, confidence level, etc.)
  23. 23. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. General Market Research Resources !  American Marketing Association: www.marketingpower.com !  The Advertising Research Foundation: www.thearf.org !  The Council of American Survey Research Organization: www.casro.org !  ESOMAR (World Association of Research Professionals): www.esomar.nl !  VALS Psychographic Segmentation Service: www.sric-bi.com/vals !  An Online Survey Research website: www.insightexpress.com !  Product Development innovation and collaboration: www.knowledge-roundtable.com !  Database of 30,000 Market Research Reports (for purchase): www.marketresearch.com !  The Market Research Association: www.mra-net.org
  24. 24. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Contact Information To request an electronic copy of this presentation, contact: Kevin A. Barnes kevin@creatonomy.com Creatonomy Marketing Communications

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