当代市场调研 （原第12版）课件英文第8章　网络市场调研：移动端和社交媒体调研的发展

MarketingResearchTwelfthEditionCarlD.McDanielandRogerGatesChapter#8OnlineMarketingResearch:

TheGrowthofMobileandSocialMediaResearchLearningObjectivesExaminetheonlineworldasitappliestomarketingresearch.UsetheInternettogathersecondarydataformarketingresearch.Understandthenatureofonlinefocusgroups,onlineindividualdepthinterviews,andmarketingresearchonlinecommunities.Appreciateonlinesurveyresearchandwaystoconductit.Learntheimportanceofonlinepanelmanagementinmaintainingdataquality.Appraisethegrowinguseofsurveysonsmartdevicesandtheimportanceofsocialmediamarketingresearch.Copyright©2021JohnWiley&Sons,Inc.8-2OnlineQualitativeResearchOnlinebulletinboardsWebcamfocusgroupsUsingtheInternettofindonlineparticipantsOnlineindividualdepthinterviewsOnlinesurveyresearchCommercialonlinepanelsMobileInternetresearchSocialmediamarketingresearch8-3Copyright©2021JohnWiley&Sons,Inc.OnlineBulletinBoardsOnlineBulletinBoards(OLBBs)areanonlineformofatraditionalfocusgroupParticipantsarerecruitedbytraditionalmeansThemoderatorpostsquestionsonthediscussionboarddailyandparticipantsrespondattheirconvenienceOLBBgroupstypicallylastmultipledays,usuallynotmorethanthreeThemoderatorstartswithaninitialsetofquestionsandrefinesquestionsonsubsequentdaysbasedontheresponsesreceived8-4Copyright©2021JohnWiley&Sons,Inc.OLBBAdvantagesDistanceisnotanissueTravelisnotrequiredConvenientforeveryoneCanobtaindetailedandrichinformationParticipantscantakeasmuchtimeastheywishtorespondSensitivetopicscanbeaddressedmorecomfortably(itisanonymous)CanhandlelargernumbersofparticipantsCanviewwritten,photographic,andvideoconceptsCompletetranscriptsConsistency8-5Copyright©2021JohnWiley&Sons,Inc.MainOLBBDisadvantagesYoudonothavereal-timerespondentinteractionsThemoderatorandclientscannotseefacialexpressionsandbodylanguage8-6Copyright©2021JohnWiley&Sons,Inc.WebcamFocusGroupsThemanydisadvantagesofbulletinboardfocusgroupshavebeeneliminatedbytheuseofwebcamsWebcamsconnectparticipantsandamoderatorThevideo-basedonlinefocusgroupmarriesthebenefitsoftraditionalqualitativeresearchandonlinefocusgroups:ModeratorscanseeandhearparticipantsNoneedtotravelBuilt-incollaborationtoolsWebcamgroupsrequiremorescreeningthanatraditionalofflinefocusgroup8-7Copyright©2021JohnWiley&Sons,Inc.UsingtheInternettoFindOnlineParticipantsResearchersaretappingonlinebulletinboardssuchasCraigslisttofindparticipantsFacebookandothersocialmediasitescanalsobeusedforparticipantrecruitingEmailinvitesareanotherwaytoobtainrespondentsforonlineresearchThisassumesthatyouhavealistofemailaddressesthatwouldqualityforthesurvey8-8Copyright©2021JohnWiley&Sons,Inc.OnlineIndividualDepthInterviews(IDIs)IndividualonlinedepthinterviewsareconductedlikeawebcamfocusgroupinterviewexcepttheIDIislongerandwithonlyonepersonatatimeBulletinboardIDIsarenotefficientbecausetheextensivetypingrequiredandthereisnononverbalfeedbackOnlineIDIsmaybetheonlywaytoreachpeoplesuchasphysiciansorbusyexecutives8-9Copyright©2021JohnWiley&Sons,Inc.OnlineSurveyResearchConsumersareresistanttotelephonesurveysOnlinesurveyscanbecompletedwhenconvenientforrespondentsPeopleusuallygetsomerewardfordoingthesurveyTheonlinesurveyprovidesgreaterflexibilityOnlinesurveyscanbeconductedquicklyandatalowercost8-10Copyright©2021JohnWiley&Sons,Inc.AdvantagesofOnlineSurveysRapiddeployment,real-timereportingReducedcostsReadycustomizationHighresponseratesAbilitytocontactthehard-to-reachProvidesarobustcustomizablesurveyplatformExternalInternetpanelssimplifylifeforresearchsuppliersFasterThanTraditionalMethodsFasterInitialAnalysis8-11Copyright©2021JohnWiley&Sons,Inc.DisadvantagesofOnlineSurveysEarliercomplaintswerethatonlinesurveyswerenotrepresentativeAproblemexistswhenanunrestrictedInternetsampleissetupontheInternetThismeansanyonewhowishestocompletethequestionnairecandosoSelf-selectingParticipantsmaybeabletotakethesurveymorethanonceAnotherproblemisthatthesampleframeneededmaynotbeavailableontheInternet8-12Copyright©2021JohnWiley&Sons,Inc.ToolsforConductingOnlineSurveysSurveyMonkeyQualtricsCheckboxSurveyZohoSurveySurveyGizmoSurveyPlanet8-13Copyright©2021JohnWiley&Sons,Inc.DesigningOnlineSurveysUseconversationallanguageBehonestandupfrontaboutthetimerequiredEnsurethatallpossibleanswerchoicesaregiven;avoidoveruseof“other”Keepunder20minutesGiveprogressindicatorsConsiderusinggraphicswhenpossibleMakestudiesmoreinformativeConsiderincentivesPayattentiontothelook-and-feel(cosmetics)ofthesurvey8-14Copyright©2021JohnWiley&Sons,Inc.CommercialOnlinePanelsCommercialonlinepanelsarecreatedfortheuseofmultipleprojectsbymanydifferentcompaniesThecompaniesprovidingaccesstotheonlinepanelshaveinvestedintheprerecruitmentofpeoplewhoopttoparticipateinonlinemarketresearchsurveysSomeareforspecificindustriesandmayhaveafewthousandmembersLargecommercialonlinepanelshavemillionsofpeoplewhohaveoptedtoparticipateinonlinesurveysofvaryingtopicsCompanyhasextensivedataonmemberssotheycanprovideparticipantswhomeetspecificcriteriaThequalityofthedataisdependentonhowwellthepanelismanaged8-15Copyright©2021JohnWiley&Sons,Inc.CommercialOnlinePanelsContinuedOpenonlinepanelrecruitmentallowsanypersonwhohasaccesstotheInternettoenrollAkeydrawbackisthelackofcontroloverwhoisrecruitedOpenrecruitmentcanleadtopanelmemberswhoparticipateinmanydifferentpanelsClosedonlinepanelrecruitmentonlyallowsprevalidatedindividualsorthosewithsharedknowncharacteristicstoenrollinaresearchpanelThe“by-invitation-only”methodenablesapanelresearchertorecruitpeoplewithspecificdemographicsRespondentparticipationiscriticaltothesuccessoftheresearchprocess8-16Copyright©2021JohnWiley&Sons,Inc.PanelManagementOnlinepanelprovidersmusthaveeffectiveongoingmanagementoftheirpaneltoensureahighlevelofqualityGoodpanelmanagementincludesfrequencycontrolstoseethatpanelmembersarenotsurveyedtoolittleortoomuchOtherkeysareprovidingrespondentprivacy,safeguardingpersonalinformation,andprotectingmembersfrombogusresearchthatattemptstouseonlinesurveysasasaleschannelThisiscalledsuggingPanelmanagementincludesensuringpanelfreshness8-17Copyright©2021JohnWiley&Sons,Inc.MobileInternetResearch—TheFutureIsNowJustabouteveryonehasasmartphoneSmartphonesandtableshavetheunparalleledcapabilitytoreachacustomeranywhereAllthosesmartphonesalsomeansthataninfinitenumberofdistractionscompetefortheattentionofrespondents8-18Copyright©2021JohnWiley&Sons,Inc.AdvantagesofMobileSmart-phonesenableresearcherstoobserveconsumers’whereaboutsthroughgeolocation,geofencing,andmobileanalyticsGeofencingisthecreationofavirtualfencearoundalocationWhenapersonwithasmartphonecrossesageofence,alocation-specificsurveycanbetriggered8-19Copyright©2021JohnWiley&Sons,Inc.OtherAdvantagesofMobileIncreasedresponseratesIncreasedconvenienceBroaderreachRichercontentBroaderdemographicreachImm