After almost two decades of continued growth, the debate still continues on which key factors impact online sample quality. Here are some key steps that researchers and their clients can take to improve sampling quality when developing sampling processes ranging from online panels to routers to exchanges.
Online Advertisement is a huge opportunity for brands to communicate with their target audiences in an increasingly sophisticated way. In the mean time, ad researchers are innovating more and more to keep the pace of this rapidly changing industry. One such innovation is the ability to passively collect behavioural data from members of an online access panel in order to audit online ad campaigns, but the question arises on whether this data is significantly different from cookie-based data, when the latter are obtained also from an online access panel with identified profiles. An important question thus emerges: should companies Cookie or Clickstream? And why? Here we provide a clear and in-depth answer to these questions, based on a real case study conducted at Movistar Chile.
Facial expressions are a strong visual method to convey emotions. 3D Facial Imaging directly records human emotions from facial expressions to better measure consumer response to marketing stimuli (e.g. advertising, packaging, retail displays). This presentation shows how an automated, artificial intelligence based system of facial imaging can be integrated into an online panel in a manner complementing traditional survey based approaches. This produces new insight on both how people answer conventional questions and how to exploit more efficient ways of gathering accurate responses to complex marketing questions.
This paper takes a quantitative approach to investigating the role of how the various interfaces available to us (Traditional, Flash and Gamification) resonate with online panellists. Most importantly, it explores the 'Buyer Beware' learning around 'when' and 'how' there are differences which must be taken into account. Demonstrating an ability to take a 'methodologically-agnostic' position and to highlight key learning that can advance industry dialogue, this paper will provide you with a true awareness of the implications for the future of market research online design.
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.
Online panels are replacing telephone and face-to-face data collection; increasingly MROCs are replacing more established methods of talking to consumers. What do respondents think about these changes? Are there differences between countries? This study listens to respondents in Australia, Canada, China and USA, finding out what participants really think about panels and MROCs. The authors compare this data with more established options, outlining implications for research design and data quality.
An earlier presentation by the authors at the ESOMAR 2006 Panel Conference identified that a hidden bias exists as a result of respondents belonging to multiple online panels. This presentation provides a remedy to remove this bias when preparing research outputs. The procedure, known as non-parametric modeling using CART, provides an elegant solution to this issue. Other weighting processes are too simplistic to model all possible effects simultaneously.
Mobile Internet access is emerging as an alternative to Internet access on desktop or laptop computers. Members of online panels can receive invitations to surveys on their mobile devices, and data collection from respondents using mobile devices is becoming a reasonable channel for market researchers. This presentation focuses on web-based data collection on mobile devices and identifies a number of challenges in conducting research in this setting. Various options of presenting surveys on mobile devices are reviewed, primarily targeting the common denominator of capabilities, and by reducing the amount of information presented to respondents and the decision space available to them at any given moment in time.
Social engineering scams trading on the good names of reputable research organizations threaten to undermine the public's participation in legitimate surveys. Major scams in several countries are duping consumers in the name of research. Online panels that use social networking features need to address potential risks head on lest they or their panellists become victims of fraudsters' schemes. In addition, Web 2.0 poses other challenges. Blogs, RSS news feeds, and the tell-all mentality of social networks make it increasingly difficult to protect sensitive concepts displayed in online surveys and keep client information confidential. This presentation reveals steps that researchers can take to mitigate all these risks.
The long standing disparities between panel-based online audience measurement data and site-centric or "Web Analytics" data has been troublesome for practitioners of online marketing and advertising for over 10 years. More recently, it has become clear that the best way to develop an audience measurement system that gains consensus and maintains scientific audience measurement rigor is to develop a system that bridges the gap between server data and panel data. The approach described in this paper, and the test results presented, are a direct response to the measurement challenges faces by the digital world.
The internet, especially the social networking site - is emerging as a significant channel for the youth to communicate with each other and express themselves. This paper examines the setting up and administration of an online qualitative youth panel as a methodology for deeper insight into the minds of Indian youth. This panel of young respondents would act as co-researchers in this process, making use of 'reporting' techniques both offline and online. By weaving online with offline, the desire was to mirror the manner in which youth choose to connect and communicate in real life, thereby taking us deeper into their minds and lives than adults would normally be allowed. Once the panel is successfully established, the online component would be invaluable for a number of real-time inputs that marketers need. For instance, take the case of a new commercial on air- we could get responses to it the next day through a quick 'question of the day' on the site. This is in addition to obtaining deep insights into the lives and minds of youth today. Finally, this methodology provides the ideal situation 'triangulation' of information: the researcher and the research process itself informed by respondents on one side, and experts on the other.