Market reserach online community versus focus group

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Market reserach online community versus focus group

  1. 1. Dr. Martin ZuberMarket research online community(MROC) versus focus group
  2. 2. Agenda for GOR12 in Mannheim - 2012-03-07 1. Company Profile an Research Background 2. Research Questions and Study Design 3. Results 4. Summary and Recommendation for future researchSeite 2 | GOR12 | ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  3. 3. 1. Company Profile and ResearchBackground
  4. 4. Many competences from one source Full-Service Market Objective product Research in testing including Germany, Europe and product application in beyond physical labs Market Research Product Lab Foundation Foundation 1984 as MM-Research 2 competence centers 1971 as Institut für Employees 2 perspectives Produktforschung und 16 Market researchers: Information Psychologists, social, 1 aim Employees political and economical 18 Product researchers: scientists Engineers, physicists, We provide solid information sources for product household scientists managers, developers, marketing managers and consumer organizationsSeite 4 | GOR12 | ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  5. 5. Branches of Business Personal Care Kitchen Technology Leisure/Outdoor products Consumer Electronics Domestic engineering Children’s productsSeite 5 | GOR12 | ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  6. 6. Focus Group or MROC – qualitative researchSeite 6 | GOR12 | ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  7. 7. 2. Research Questions and StudyDesign
  8. 8. Research Questions Which of the two methods is the most effective, concerning two aspects: 1. The amount of information …better stimulate the test persons to reveal as much as possible information? 2. The collection of individual opinions …better stimulate the test persons to reveal individual opinions?Seite 8 | GOR12 | ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  9. 9. Literatur Review 1. Regarding the amount of information Lamnek (2005) found out that online groups reveal more information because differences between introverted and extroverted personalities are leveled. 2. Erdogan (2001) suggests that individual opinions should better provided in online groups as participants are not exposed to any pressure of conformity. In focus groups people tend to converge their opinions due to the pressure of conformity of the attending group.Seite 9 | GOR12 | ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  10. 10. Study Design • 4 closed MROC groups and 4 • The time for discussions in the focus groups online groups was 2 weeks • Every group consisted of six • Timeframes based on internal participants and one moderator experience • The focus groups discussions • Comparability not guaranteed took 1 hour Issue of discussions: The influence of the value “sustainability” on the purchase intention of consumers Every group discussion (online and offline) focused on a different industry sector: clothing, cosmetics, food products and hardware for personal hygieneSeite 10 | Projektnummer X1234567 | Muster-Projektname | Kunde Mustermann ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  11. 11. Online Focus Group or MROC? Poynter (2010, 111): “When review online qualitative research many researchers draw a major distinction between synchronous and asynchronous approaches.[…] […] The first online qualitative technique that arrived on the scene was the introduction of email groups, which was an asynchronous technique but only occasionally used. The next was the development of a synchronous technique, the online focus group. This was followed by the asynchronous bulletin board group, which in many ways was the forerunner of the online research community (also known as an MROC).”Seite 11 | GOR12 | ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  12. 12. 3. Results
  13. 13. Amount of Information - Analysis MROC Focus group Order_of_speekingSeite 13 | GOR12 | ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  14. 14. Amount of Information - Analysis Means of the number of spoken or written words per test person Mean for all spoken words by the test persons in MROCs focus groups the focus groups: 1087 593 782 806 717 738 667 Means for all 589 570 written words by 449 the test persons in 345 375 the online groups: 165 622 Lamnek Most 1 Most 2 Most 3 Most 4 Most 5 Most 6 (2005)?Seite 14 | GOR12 | ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  15. 15. Amount of Information - ConclusionThe amount of information is slightly bigger in the onlinegroups, but in general is the outcome similar.In the focus groups the In the online groups thenumber of spoken words per written words per test persontest persons is quite equal. are very different. Influence of the  Lower influence of the moderator, who balances moderator in an online the discussion enviroment.Seite 15 | GOR12 | ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  16. 16. Individual Opinions - Analysis Used method -> guided interviews -> consisted on the following four parts: 1. Common buying behavior 2. The importance of sustainability regarding the buying behavior 3. The perceived effort of the manufacturers to incorporate sustainability 4. The credibility of these activities Analysis -> Evaluation of different attitudes and opinions -> to get different pattern of behavior and thought Second research question -> Comparison of the discoverd diversity of pattern of behaviour and thoughts -> regarding online or offline methodsSeite 16 | GOR12 | ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  17. 17. Individual Opinions - Conclusion • No big differences in the diversity of different pattern of behavior and thought regarding the online or offline groups • Mostly the same outcome regarding online and offline methods Erdogan (2001)?  Reason: The discussed topic is not delicate at all. People do not need to converge their opinions to give socially desirable answers.Seite 17 | Projektnummer X1234567 | Muster-Projektname | Kunde Mustermann ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  18. 18. 4. Summary and Recommendationfor future research
  19. 19. Summary - Results No big differences between the two methods regarding the amount of information and the evaluation of different opinions. Disadvantages of MROC • Online groups are more difficult to balance by the moderator • The general effort to moderate - an online group is bigger than to moderate a focus group • The benefits of MROC did not show to advantage in this research projectSeite 19 | GOR12 | ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  20. 20. Recommendation for future research To benefit from MROC just work with this method on research projects with the following characteristics: • Research projects on delicate issues • National or international projects • Home Use Tests – Usage Diaries • Explorative questions without guided interviewsSeite 20 | GOR12 | ipi Institute für Produkt-Markt-Forschung | www.ipi.de
  21. 21. Thank you for your kindattention!ipi Institute für Tel. +49 711 931815-217 Project MangerProdukt-Markt-Forschung Fax +49 711 931815-199 Dr. Martin Zuber | m.zuber@ipi.deNeckarstraße 155D-70190 StuttgartGermany

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