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Why are we trying to create new communities for market research purposes?

Date of publication: October 19, 2010

Catalogue: Online Research 2010: E-Universe

Authors: Charles Pearson, Vicki Kateley

Abstract:

This paper examines a very current and widely discussed topic within the market research industry where there are strongly held opinions and an on-going debate. A comparison of an existing online community and online research panel within the same company is discussed in detail, in addition to a case study where the same questions were run simultaneously on this existing community and research panel. A suggested framework for companies considering these alternatives has also been provided.

Charles Pearson

Author

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Vicki Kateley

Author

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Citation

Pearson and Kateley (2010a, October 19). Why are we trying to create new communities for market research purposes?. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/why-do-some-online-communities-work