CH08 Online Marketing Research: The Growth of Mobile and Social Media Research

Question 1

what role can secondary data play in the marketing research process?

Answer 1

secondary data can
- clarify research problems
- suggest methodologies
- potentially provide solutions, saving time and cost associated with primary research

Question 2

how can the internet be used for accessing secondary data?

Answer 2

the Internet provides a vast array of resources for accessing secondary data

by utilizing search engines like Google, researchers can search for specific information or topics of interest, allowing them to filter through available sources and find relevant data

Question 3

why is providing a static list of websites for marketing research purposes not practical?

Answer 3

• the list of websites relevant to marketing research is dynamic and constantly changing
• search engines like Google provide a more effective approach, allowing researchers to search for specific information tailored to their needs

Question 4

what are online bulletin boards (OBBs) in qualitative research?

Answer 4

online bulletin boards (OLBBs): an online version of traditional focus groups where participants join from their own locations via the Internet

Question 5

how are participants recruited in OLBBs?

Answer 5

they are recruited based on characteristics relevant to the study. characteristics include:
- age
- gender
- product/service usage
- others that would put them in the target market for the product or service of interest

Question 6

how do participants engage in OLBB discussions?

Answer 6

participants engage in discussions facilitated by a moderator. they respond to questions posted by the moderator on a discussion board at their convenience.

their responses can be viewed by the moderator, clients, and other participants. the discussions typically span multiple days, allowing for ongoing refinement of questions based on received responses

Question 7

what are some of the advantages of the OLBB approach?

Answer 7

• distance is not a limitation as participants can be located anywhere
• travel is not required for the moderator, clients, or participants
• participants can provide responses at their preferred time, day or night
• detailed and rich information can be obtained over multiple days
• sensitive topics can be addressed more comfortably in an anonymous environment
• a larger number of participants, typically 20-25, can be accommodated
• written, photographic, and video concepts can be shared with participants
• complete transcripts are generated and available immediately at the end of each session
• consistent presentation of material and questions provides a quantitative dimension

Question 8

what are the main disadvantages of the OLBB approach?

Answer 8

• real-time respondent interactions are not available
• facial expressions and body language, which can provide better understanding, cannot be observed by the moderator and clients

Question 9

what are the overall benefits of using OLBBs for qualitative research?

Answer 9

OLBBs offer an economical, fast, and efficient means to gather qualitative data from a relatively large number of qualified individuals. they allow for convenient participation, extended engagement, and anonymity, enabling participants to provide thoughtful responses

Question 10

the many disadvantages of bulletin board focus groups have been eliminated by the use of what?

Answer 10

by the use of webcams and streaming technology along with webcam focus group software

webcams connect participants and a moderator. researchers are now using zoom to conduct focus groups as well

Question 11

the video-based online focus group marries the benefits of traditional qualitative research and the promised benefits of online focus groups:

Answer 11

• moderators can see and hear participants, meaning that there is greater context to a participant’s responses and probing is not compromised
• participants can log in from any part of the world, thus eliminating the need for the moderator or clients to travel to a limited number of markets
  built-in collaboration tools enable the moderator to show multiple forms of stimuli (concepts, advertisements, storyboards) to the groups

Question 12

webcam groups require more screening than a traditional offline focus group. additional questions include:

Answer 12

• one to evaluate a recruit’s comfort level participating in a webcam-based interview (strong comfort required)
• a question about broadband access on the computer they will use for the interview (broadband access required)
• a question about personal comfort using a computer and the Internet
• a question about webcam ownership

some research companies will send webcams to hard-to-find qualified respondents.

Question 13

what online platforms can be used to recruit participants of a research study?

Answer 13

• craigslist
• facebook, and other social media sites
  prerecruited internet panel such as SSI and Research Now
• email invites

Question 14

what are online individual depth interviews (IDIs)??

Answer 14

online individual depth interviews (IDIs): one-on-one interviews conducted via webcam or other online platforms

they are similar to webcam focus group interviews but involve only a single participant at a time, allowing for more in-depth discussions

Question 15

how do online IDIs differ from bulletin board IDIs?

Answer 15

• online IDIs are conducted using webcam or other online platforms, whereas bulletin board IDIs rely on text-based interactions
• bulletin board IDIs are less efficient due to the extensive typing required and the lack of nonverbal feedback

Question 16

how do online IDIs overcome the limitations of traditional IDIs?

Answer 16

online IDIs address the limitations of traditional IDIs by incorporating visual cues through webcam interactions

this allows for the observation of nonverbal cues, which can provide additional insights during the interview process

Question 17

what are the advantages of conducting IDIs online?

Answer 17

• online IDIs offer richer content and deeper insights compared to most focus groups
• they allow for extended interview durations, enabling more comprehensive discussions
• online IDIs are particularly beneficial for reaching individuals such as physicians or busy executives who may have limited availability for in-person interviews

Question 18

what are the limitations of online IDIs?

Answer 18

the primary limitation of online IDIs is the potential lack of nonverbal cues compared to face-to-face interactions. while webcam interviews allow for visual observations, they may not capture all the nuances of facial expressions and body language

Question 19

why are online IDIs valuable for reaching certain professionals or busy individuals?

Answer 19

online IDIs provide a flexible and convenient way to engage professionals such as physicians or busy executives who may have limited time for in-person interviews

by conducting interviews online, researchers can overcome scheduling constraints and reach these individuals more effectively

Question 20

list the advantages of online surveys

Answer 20

• rapid deployment, real-time reporting
• reduced costs
• ready customization
• high response rates
• ability to contact the hard-to-reach
• provides a robust customizable survey platform
• external internet panels simplify life for research suppliers
• faster than traditional methods
• faster initial analysis

Question 21

what are the disadvantages of online surveys?

Answer 21

• Internet users may not be representative of the general population
• unrestricted Internet samples can lead to self-selection bias, as only web surfers or those interested in the topic may participate
• repeat voting or multiple access to the survey by the same Internet user can skew the results and compromise data integrity
• sample frames for specific locations or niche populations may not be readily available on the Internet
• lack of customer contact information, such as email addresses, can make it challenging to gather a feasible Internet sample for certain businesses or establishments

Question 22

define unrestricted internet sample

Answer 22

unrestricted internet sample: self-selected sample group consisting of anyone who wishes to complete an internet survey

Question 23

name some tools used to conduct online surveys

Answer 23

tools used to conduct online surveys:
- SurveyMonkey
- Qualtrics
- Checkbox Survey
- Zoho Survey
- SurveyGizmo
- SurveyPlanet

Question 24

what are some things researchers can include to make the survey experience better for the respondent?

Answer 24

some of the things you can do to create a better experience for the respondent include:
- as with any questionnaire, use language that is less “research-ese” and more conversational.
- be honest and upfront about the time required to complete a study.
- ensure that all possible answer choices are given; avoid overuse of “other.”
- keep survey to less than 20 minutes in length and provide participants with progress information as they advance through the survey.
- consider using graphics when possible or appropriate to make the experience more visually engaging.
- make studies more informative—participants are particularly motivated by acquiring new knowledge and information about a product or topic.

Question 25

define a commercial online panel

Answer 25

commercial online panel: Group of individuals who have agreed to receive invitations to do online surveys from a particular panel company such as eRewards or SSI. The panel company charges organizations doing surveys for access to the panel. Charges are usually so much per survey depending on survey length and the type of people being sought for the survey. The panel company controls all access to the members of its panel

Question 26

what is an open online panel recruitment?

Answer 26

open online panel recruitment: any person with internet access can self-select to be in a research panel

Question 27

what is a closed online panel recruitment?

Answer 27

closed online panel recruitment: inviting only prevalidated individuals or those with shared known characteristics to enroll in a research panel

Question 28

why is respondent participation important in the research process?

Answer 28

respondent participation is crucial to minimize nonresponse bias and ensure the research’s success

Question 29

what is the impact of response rates for online surveys?

Answer 29

response rates for online surveys can vary significantly, ranging from less than 5% to over 60% for pre-screened individuals

Question 30

what role has the decline in response rates for telephone interviewing played?

Answer 30

the decline in response rates for telephone interviewing has led to increased usage of online panels

Question 31

what is the importance of effective panel management in online research?

Answer 31

effective panel management ensures a high level of quality and positive experiences for panel participants

Question 32

what are some components of good panel management?

Answer 32

components of good panel management include frequency controls, respondent privacy, safeguarding personal information, and protecting members from bogus research

Question 33

why is ongoing recruitment necessary for online panels?

Answer 33

ongoing recruitment is necessary to keep up with demand, replace dropouts, and target specific segments

Question 34

why is it important to update panel members’ profiles?

Answer 34

updating panel members’ profiles ensures consistent targeting of qualified individuals for surveys

Question 35

what are some common activities people engage in using their mobile devices?

Answer 35

common activities include
- taking and storing pictures
- reading news
- social media engagement
- comparison shopping
- gaming
- making purchases
- conducting business
- making reservations
- using helpful apps

Question 36

what is the advantage of smartphones and tablets in reaching customers?

Answer 36

smartphones and tablets have the advantage of being able to reach customers anywhere

Question 37

what is a challenge associated with mobile internet research?

Answer 37

a challenge of mobile internet research is the multitude of distractions that compete for users’ attention

Question 38

what are the advantages of response rates?

Answer 38

advantages of response rates:
- increased response rates
- increased convenience
- broader reach
- richer content
- broader demographic
- immediate feedback
- cost savings
- additional options

Question 39

what factors should be considered when designing a smartphone-friendly survey?

Answer 39

factors to consider include
- the small screen size
- difficulty of writing responses to open-ended questions
- reduced attention spans of smartphone respondents

Question 40

why should survey designers avoid long grid-type questions and large images in mobile surveys?

Answer 40

long grid-type questions and large images should be avoided in mobile surveys to keep them short and simple

Question 41

what tools can be used to create customized and graphical survey forms for a more dynamic survey environment on mobile devices?

Answer 41

HTML5 and Java Script technology can be used to create customized and graphical survey forms for a more dynamic survey environment on mobile devices

Question 42

what are some examples of social media platforms used for marketing research?

Answer 42

examples of social media platforms used for marketing research include
- Facebook
- Twitter
- Pinterest
- LinkedIn

Question 43

how can social media help marketing researchers understand their customers and potential customers?

Answer 43

social media allows marketing researchers to understand their customers and potential customers by building dialogue and customer communities around a company or brand

Question 44

how is social media marketing research different from traditional survey research?

Answer 44

social media marketing research is more interactive and involves a few questions and observations over time, compared to traditional survey research

Question 45

what is the approach of social media research in terms of interaction and analysis?

Answer 45

social media research involves analyzing social media exchanges to learn about customers’ factors of value determination and their language when discussing a product, service, or brand