Presentation by Pawel Kuczma, Institute of Journalism, University of Warsaw presented at the 'Research in Europe - Similarities and Differences' panel on General Online Research 2012, March 5-7 2012, Baden-Wuerttemberg Cooperative State University Mannheim https://www.gor.de/gor12/index.php?page=browseSessions&print=head&form_session=21

1. Online-Research:
International similarities and
National differences - Poland

2. Introduction
Pawel Kuczma
M.A. Doctoral Candidate
Organization: University of Warsaw, Poland
Department: Department of Journalism and Political Science
Senior Interactive Media Planner
Company: HypermediaIsobar (Aegis Media Group)
Scientific interests: Social Media, online political activities and
interactive maketing
E-mail: p.kuczma@id.uw.edu.pl

3. • 1998 – first commercial online research in Poland
• Significant increase of spending share within the last 4 years
• Share of spending for online research in Poland 5%
National development of online-research over the last 15 years
Online Research spending
Year
Share of
online
research
spending
1998 0,05%
1999 0,84%
2000 0,10%
2001 0,10%
2002 0,20%
2003 0,20%
2004 0,44%
2005 0,66%
2006 N/A
2007 1,00%
2008 1,10%
2009 1,90%
2010 3,50%
2011 5,00%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
0.05%
0.84%
0.10% 0.10% 0.20% 0.20%
0.44%
0.66%
0.00%
1.00% 1.10%
1.90%
3.50%
5.00%
Share of online research spending

4. Share of surveyed users grow much more dynamically than spending due to lower online
research cost compared to offline techniques and bigger users representativeness year by
year
Past: National development of online-research over the last 15 years
Share of online among all surveyed users in Poland
Year
Share of online
among all surveyed
users in Poand
2004 1,40%
2005 1,10%
2006 0,80%
2007 3,90%
2008 5,10%
2009 7,10%
2010 18,30%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
2004 2005 2006 2007 2008 2009 2010
1.40% 1.10% 0.80%
3.90%
5.10%
7.10%
18.30%
Share of online among all surveyed users in Poland

5. Low internet penetration rate among specific TGs is a main blocking factor
Current fields of application and the distribution
of quantitative and qualitative online methods
Quantitative online research:
• Market & Opinion research
• Website and online campaign research (e.g. Megapanel, Gemius Traffic, Google Analytics etc.)
• Media monitoring
• Social Media Research – Research in Social Media (Facebook, Nk.pl, blogs, forums, IM)
• Social Network Analysis
Qualitative online research:
• Virtual ethnography
• Game research (Polish Association of Game Researchers - PTBG)
• Social Network Analysis
• Google Analytics
• Social Media Research – Research in Social Media

6. Some TGs may be successfully studied with online interviews but
some still can’t
Source: Diagnoza społeczna, p. 306, 307; Nettrack, Interaktywnie.com.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
11.90%
17.30%
20.90%
25.10%
28.10%
37.90%
41.50%
45.10%
49.50%
52.00%
55.40%
Internet penetration rate in Poland
Question Answer Poland
Polish
internet
Gender
Women 52% 50%
Men 48% 50%
Age (y.o.)
15-24 17% 28%
25-39 28% 39%
40-59 33% 28%
60+ 23% 5%
Education
level
Elementary 20% 15%
Basic vocational 23% 16%
Secondary 33% 41%
Higher 18% 28%
Internet usage in different age groups between 2003 and
2011
Internet access
Internet usage
Age
Internet access vs. usage in different age groups
in 2011
Representativeness of internet users in 2011

7. In 2014 internet will be the biggest source of data for commercial research in Poland
Trends in online-research, social media research
mobile research
• Further development of online research
• Increase of online Qualitative research
• Social-, Mobile-CAWI e.g. Facebook Studentswatch.pl
• Mobile research (path users leave behind using electronic devices)
• Sentiment analysis

8. Which research standards & rules are used and recognized a
and who is developing these?
Most organizations has their standards and rules based on
International Code on Market and Social Research - ESOMAR ICC/ESOMAR (the
WORLD Association for Social, Opinion and Market Research)
But there are also other sources such as:
• AoIR - Association of Internet Researchers
• EFAMRO - European Federation of Associations of Market Research Organisations
• OFBOR (Organization of Opinion and Market Research Companies) – PKJPA
(Pollster Work Quality Control Programme - Program Kontroli Pracy Jakości
Ankieterów) - IQCS - Interviewer Quality Control Scheme
• Robinson list (Lista Robinsona) – opt-out from telephone research
• Polish Communication Association (PTKS)
Their standards are usually consistent with ICC/ESOMAR rules.

9. Basic rules from the ICC/ESOMAR Code on market research
• Research standards should conform to all relevant national and international laws
• Ethical behaviour - not doing anything which might damage the reputation of
market research
• Take special care when carrying out research among children and young people.
• Respondents’ cooperation is voluntary and must be based on adequate
information about the purpose and nature of the project
• Respondents rights as private individuals shall be respected
• Personal data collected in a market research project may not be used for any
other purpose
• Research projects should be conducted accurately, transparently and objectively
• Researchers are bound by principles of fair competition
These rules apply to Social Media and Mobile research as well

10. • Researchers work for /establish commercial research companies
• Both sides belong to research associations
• Both sides meet on conferences and informal meetings
Exchange between academic and commercial research
Academic research Commercial research

11. • There is no association representing only/mainly online researchers in Poland yet
• More commercial than academic associates representing researchers
National associations or communities, which represent
the interests of online research
Commercial institution Academic institution
PTBRiO PTKS – New Media
section
OFBOR Polish Association of
Game Researchers
IAB Poland

12. International exchanges or cooperation’s
• PTBRiO & OFBOR are members of ESOMAR
• Association of Internet Researchers, DGOF – individual researchers are
members of
• PTKS (Polish Communication Association) is an institutional member of:
– ICA - International Communication Association
– iamcr.org - International Association for Media and Communication Research
– ECREA - European Communication Research and Education Association
– IPSA - International Political Science Association
– RCA - Russian Communication Association
• Bilateral cooperation between Universities based on research project

13. Thank you
Danke Schön
Paweł Kuczma
University of Warsaw
p.kuczma@id.uw.edu.pl