WHAT’S IT WORTH…ONLINE SURVEY’S

MT320 Research

Who and what to research?One of the major purposes of marketing research is to identify and understand the tastes, desires, relevant symbol systems, and decision-making influences of particular consumers and consumer groups (Kozinets, 2002).

The power of being social!

Companies can benefit from using online media to gain insight into their customers inter-thoughts.

To make it work companies MUST: Accept the loss of control Line up executive backing Expect pushback from managers Start small and focus on measurable objective Expand beyond projects Stay focused on culture, not technology (Bernoff and Li, 2008)

So Working Online Now Are We?

Online research is best used in markets where the target is hard to recruit, have low incidences, or to talk about a sensitive topic (Sweet, 2001)

When looking at conducting online surveys one must look at the methods and appropriateness of each question at hand.

Steps to Follow: Determine the marketing question before seeking entrée

Review data collection methods, either directly or indirectly

To provide trustworthy interpretation of the data researchers must follow conventional procedures.

Ensure that research ethics do not become an issue

Are online forums to be considered a private or public site?

What constituted “informed consent” in cyberspace (Kozinets, 2002)?

What More Can We Do?

In evaluating the presented materials there is little relevant research about the “trustworthiness” of online surveys.

Many of the articles were quick to point out the obvious differences, but lacked substance to the ethically issues of online surveys/research

Much of the data presents the pro’s and con’s of using online methods vs. traditional

Limitations and Beyond…

The quality of online samples must receive further attention

Evaluation of B2B relationships with online surveys

Solutions to increase response rates

A clear ethical methodological procedure for conducting and gathering online research must be developed.

Survey Says…

The growth of the internet in the last decade has forced businesses and marketing researchers alike to adapt to the new environment. If businesses want to reach consumers they have to think

outside of the traditional focus group, or mail in/telephone survey.

The collection of data from unsuspecting consumers needs regulation!

The average consumer is not aware that their online activities are being tracked by companies wanting to understand the online activities to increase their bottom line!

The Almighty Dollar

Companies are looking for ways to save money on their marketing research.

The ANSWER: ONLINE RESEARCH

WINNER = BUSINESS LOOSER = CONSUMER

According to Cynthia Brockhoff of Greenfield Online (one of the largest online survey solutions companies) telephone surveys average about $32 per completed response, where an online one costs about $12.50 per person(Muldoon, 2005).

With data mining and list purchasing online consumers are bombarded with attempts to collect data at any cost!

Pop-Up Rebellion

When ethics fly out the window, Pop-Up’s happen!

Federal and State regulators are working on legislature to STOP companies from illegally obtaining your purchasing behavior through adware and spyware.

Many search engines now offer pop-up blockers as well as filters for emails.

Consumer are almost forced to have two emails: one for junk mail and one for everyday use!

(Kottler, 2005)

Google is KING

Instead of asking a friend about any given product or service consumers “Google “ it!

Type in online survey and you get 43,900,000 links for different survey’s.

Type in online survey scams and the results give you 1,100,000 reasons not to trust the previous sites.

The moral of the story is one bad apple spoiled the bunch!

Online media has many advantages to both the consumer and business.

Scam artists’ posing as online researchers have decreased the trustworthiness of the medium across the board!

(www.google.com)

References

Bernoff, J., & Li, C. (2008). Harnessing the power of the oh-so-social web. MIT Sloan Management Review, 49(3), 36–44. Retrieved from the ABI/INFORM Global

database

Deutskens, E., de Ruyter, K., & Wetzels, M. (2006). An assessment of equivalence between online and mail surveys in service research. Journal of Service Research, 8(4),

346–355.Retrieved from the ABI/INFORM Global database

Evans, J. R., & Mather, A. (2005). The value of online surveys. Internet Research, 15(2), 195–219. Retrieved from the ABI/INFORM Global database

 

Kottler, R. (2005). Eight tips offer best practices for online MR. Marketing News , 39 (6), 24-25. Retrieved from the Business Source Premier database

 

Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61–

72. Retrieved from the Business Source Premier database

 

Muldoon, K. (2005 ). Hot Tip: It's the Research, Stupid. Direct , 17 (5), 36. Retrieved from the Business Source Premier database

 

Roster, C. A., Rogers, R. D., Albaum, G., & Klein, D. (2004). A comparison of response characteristics from Web and telephone surveys. International Journal of Market

Research, 46, 359–373.Retrieved from the Business Source Premier database

 

Sweet, C. (2001). Designing and conducting virtual focus groups. Qualitative Market Research, 4(3), 130-135. Retrieved from ABI/INFORM Global database.