Source: Global Market Research 2012. An ESOMAR Industry Report in cooperation with KPMG Advisorypp. 16.
Introduction to online quantitative research
INTRODUCTION TO ONLINERESEARCH METHODOLOGIES –FOCUS ON QUANTITATIVEPintér RóbertCorvinus Egyetem, Department of Information and Comm.Ipsos Interactive Services, Client Service Director06 November 2012
ONLINE RESEARCH – TOPICS FOR TODAY Introduction: research of online phenomena and online research methodologies Online quantitative research in details
INTRODUCTION (REMINDER): WHAT ISINTERNET (OR ONLINE) RESEARCH?
INTRO How does internet change internet research?1. Internet changes the business environment, it plays more and more important role in clients’ life, hence it becomes in itself a research topic.2. But research methodologies also change, internet becomes a research tool (or more exactly: many tools) I AM GOING TO SPEAK ABOUT THIS
AN IMPORTANT COMMENT BEFORE WE START Starting and ending point of quantitative research methods is representativity (probability sample) But how could an online research be representative? In online quantitative research studies quota method substitutes representativity (and guarantees trusted and and valid results)
TYPES OF ONLINE RESEARCH METHODS Questionnaire based (quantitative) THIS IS TOPIC FOR TODAY Online qualitative: asking questions (active methods) or observation (passive merhods) Software based measurement, data collection (e.g. internet audience measurement) I WON’T SPEAK ABOUT THIS
ONLINE QUANTITATIVE RESEARCH IS THE MOSTWIDSPREAD METHOD IN THE WORLDESOMAR Industry Report, 2012: 16
TYPES OF ONLINE QUANT RESEARCH Banner based or so called open research Client based address list (Access) panel based research – most common
BANNER BASED (OR SO CALLED OPEN) RESEARCH Research questionnaire is accessible via a banner on a page (hence its name), an e-mail link or link shared in social media This link is not unique: anyone can access to it and may fill it even more than once but researcher can’t send reminders to respondents Easily implementable and cost effective But we can’t really control the size of sample or structure of it (long field timing) We don’t know who are represented by sample It may be a good choice: surveying visitors of a website, involving readers of a newsletter, background research for a thesis
CLIENT LIST BASED RESEARCH METHOD Only members of a certain list can participate in this type of invitation only survey It assumes that there is a list of target group from legal source that may be used for research purposes (rare) Research links are unique, hence fieldwork status may be monitored and targeted reminders can be sent Hence response rate is better (compared to banner based research) and timing is shorter However the size of list is the theoretical maximum of sample size as well (which can’t be extended easily)
PANEL BASED RESEARCH The most common (thanks to the limits of other methods) Predictable and trusted design Beforre invitation to a research questionnaire respondents register to a research panel In this registration process they fill the registration form that can be used for targeted invitation later Panel members accept that they receive research invitations in the future and also accept both the panel and data protection rules Why to register: incentive, curiosity, to be heard, access to results However panel members see more research questionnaires than traditional face to face respondents
TYPES OF RESEARCH PANELS Access panel vs client panel General vs special panel Research panel vs research community A rare approach: probability panel
MERITS AND DEMERITS OF ONLINE QUANTRESEARCH Cost effective Fast and flexible Possibility of more complex questionnaire structure Lack of interviewee Relation of target group, research topic and internet
WHEN WE MAY CARRRY OUT AN ONLINE QUANTITATIVERESEARCH? Target group is available on internet Target group is both available in panel and capacity of panel (or list) is enough to reach the requested sample size No need for a sample which representative for the entire (online and offline) national population Research topic and internet use has no significant connection Research questionnaire is not longer than 20-30 minutes.
DIY: ”DO IT YOURSELF” RESEARCH Availabe research method for laymen For a good online research you don’t only need infrastructure (e.g. questionnaire software) but professional knowledge and experience Procedures by professionals:1. Preparing questionnaire2. Data collection (right sample is the key)3. Data analysisWho are represented in the database?What is the purpose of the research (e.g. preparing thesis OR important decision making of a company)?
SUMMARY Internet has changed the research methodologies Nowadays online research is the most widespread research method in the world Among online research methods access panel based research is the most common But we can’t use online research methods at any time For you as students DIY research can be the most useful
QUESTIONS What do you think what is the impact of diffusion of smartphones on online research? Does Facebook change the applicability of recent market research methodologies? What do you think how we could reach the youngsters (15-24 years old) with traditional panel based online research? Why to ask people with questionnaires if we can observe the same respondents in social media?
FURTHER READING Ray Poynter (2010): The Handbook of Online and Social Media Research. John Wiley and Sons.
THANK YOU FOR YOUR ATTENTION! Robert Pinter Corvinus University Department of Information and Communication Ipsos Interactive Services Client Service Director firstname.lastname@example.org http://facebook.com/probesz twitter: @probesz skype: probesz