online quantitative research

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Online Quantitative Research



Contents� INTRODUCTION

± Quantitative Research

± Methods of Data Collection

± Development of Online Research

� CONTENTS

± Advantages and Disadvantages

± Online Market Research Tools ± Designing an Online Questionnaire

� CASE STUDY

211/26/2010 Advanced Market Research: OnlineQuantitative Research



INTRODUCTION

3



Quantitative Research

� Def inition:

± The systematic empirical investigation

of quantitative properties and phenomena and

their relationships.� It is concerned with the questions regarding:

± How much?

± How many?

±

How of ten? ± To what extent?




Methods of Data Collection


5

� Quantitative market research includes

costumer surveys and

questionnaires, conducted through:

± Face-to-f ace ± Telephone

± Mail (Self -completion)

±

Omnibus ± Online



� Growing trends of Internet usage

± The Internet Usage and World Population

Statistics are for June 30, 2010 has reached

1,966,514,816. ± Growth (2000-2010): 444.8 %


Development of Online Research



7



42%

24%

14%

10%

6% 3% 1%

Internet Users in the World by Geographic Regions

2010

Asia

E rop

North America

Latin America/Carribean

Af rica

Middle EastOceania/A stralia

8



� Total retail online shopping in general merchandise

will reach $151,3 billion by 2010.

� By 2014, 53% of total retail sales will be aff ected by

the Web (online and Web-inf luenced), as consumers

increasingly use the Internet to research products

before purchasing. (Forrester, March 2010).





� Since 1995: Usage of Internet as a medium datacollection

� From 1999: Rapid growth

�

The internet has led to changes in the nature of theresearch.


10




� Utilization of Internet for marketing research:





� Quantitative market research was 20% of the globalresearch total, which put it about US$ 6.5 billion.

�

By co

ntrast, telep

ho

neq

uantitative acco

unted

fo

r18%, f ace-to-f ace surveys for 12%, and qualitative

research was reported as representing about 14% of

global market research revenues.

(Source: ESOMAR GMR Report, published September

2009).


12





13




� Concerns about online research: ± Representativity

± Sampling

± Self-completion

± Technical limitations

± Loss of nonverbal contact

± Additional privacy concerns

± Self-selections: panelsapplied to join ± P rofessional respondents: people actively seeking out

the incentives that were being off ered.


14




�Online Survey Processes:


15


Create a draf tquestionnaire

Script the survey Host the survey

Test and approvethe survey

Invite people to take the survey

Collect the data and monitor the

progress of thesurvey

Close thesurvey, download

the data



� Diff erent types of internet-related survey:


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Types of internet-

related survey:

Web Surveys

EmailSurveys

In the bodyof the email

Text Email

HTML Email

AttachmentDownloadable

Surveys



� Methods of contacting respondents: ± Online access panels

± Client databases

±Marketing databases

± Client panels

± Website visitors

± River sampling/real-time sampling


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http://en.wikipedia.org/wiki/Quantitative_resea

rch

http://www.bazaarvoice.com/resources/stats


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