Abstract:
A case study, which demonstrates methodological approaches to sensible migration from traditional methods of data collection, such as face-to-face to online. Data analysis from a JDPAP syndicated study, using a large robust face-to-face sample, demonstrated how the internet connected sub-sample can be used to weight and calibrate the internet sample in any Asian country, to be representative and valid. This paper investigates how adoption of internet methodology might impact on results and consistency in data outputs, and how to scientifically manage this migration. The paper addresses one of the key challenges facing developing markets that might not have high internet penetration, and the experiences of managing and ensuring data collection quality, using the internet. The comparison of the internet connected sub-sample, with the total sample interviewed face-to-face is akin to conducting parallel research. Differences in data output for the two samples are presented, and weighting strategies necessary to calibrate the internet sample, and build a bridge between methodologies, provide many insights for migration to online in Asia.
Research Papers
From clipboards to online research communities
Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Jackie Lorch, Steve Cierpicki, Bill Zuo, Cam Davis, Ray Poynter, Keith Phillips, Sue York
Companies: Colmar Brunton, Nielsen, Research Now SSI
September 15, 2010
Research Papers
Research methodologies in China
Catalogue: Asia Pacific 2009: Competing On A World Stage
Authors: R. Susan Ellis, Daisy Xu, Brian Fine
Company: Ipsos MRBI
April 7, 2009
Magazines
Research World (September 2011)
Catalogue: Research World 2011
Author: ESOMAR B.V.
 
September 15, 2011
