当代市场调研 （原第12版）指导手册 Instructor Manual ch08 网络市场调研：移动端和社交媒体调研的发展

McDaniel&Gates–MarketingResearch,12thEdition Instructor’sManual

Copyright©2021JohnWiley&Sons,Inc. 8-

CHAPTER8

OnlineMarketingResearch:TheGrowthofMobileandSocialMediaResearch

LEARNINGOBJECTIVES

1.Examinetheonlineworldasitappliestomarketingresearch.

2.UsetheInternettogathersecondarydataformarketingresearch.

3.Understandthenatureofonlinefocusgroups,onlineindividualdepthinterviews,andmarketingresearchonlinecommunities.

4.Appreciateonlinesurveyresearchandwaystoconductit.

5.Learntheimportanceofonlinepanelmanagementinmaintainingdataquality.

6.Appraisethegrowinguseofsurveysonsmartdevicesandtheimportanceofsocialmediamarketingresearch.

KEYTERMS

Closedonlinepanelrecruitment

Commercialonlinepanel

Openonlinepanelrecruitment

UnrestrictedInternetsample

CHAPTERSUMMARY

Muchoftheworld’spopulationareonline.IntheUnitedStatesandCanadamostofthepopulationisonline.Secondarydatacanplayakeyroleinthemarketingresearchprocess.Itcanclarifyaproblem,suggestaparticularresearchmethodology,orsometimesactuallyprovideasolutiontotheproblem.

TheInternethas,inmanyways,revolutionizedthegatheringofsecondarydata.Now,ratherthanwaitingforrepliesfromgovernmentagenciesorothersources,userscanfindmillionsofpiecesofinformationontheInternet.Tripstothelibrarymaybecomeathingofthepastformanyresearchers.Searchenginesanddirectoriescontainlinkstomillionsofdocumentsthroughouttheworld.Special-interestdiscussiongroupsandblogsontheInternetcanalsobevaluablesourcesofsecondarydata.

Moreandmorefocusgroupsarebeingconductedonline.Traditionalonlinefocusgroupswereinabulletinboardformat.Moderatorstypedquestionsandrespondentstypedreplies.Allnonverbalcommunicationislost.Peoplehavedifferentlevelsoftypingabilitywhichalsocreatedproblems.Webcamfocusgroupswithvoiceconnectionsandsoftwarecreateamoretraditionaloffline-likefocusgroup.Also,respondentscanbeinvariouscitiesaroundtheworld.Telepresencecreatesavirtualtraditionalfocusgroupenvironmentwhichsimulatesallparticipantsbeinginthesameroom.

Firmsarenowconductionindividualdepthinterviews(IDI)online.IDIsareconductedlikeaWebcamonlinefocusgroupexceptjustwithonepersonatatime.

Internetsurveysofferrapiddeploymentandreal-timereporting,dramaticallyreducedcosts,readypersonalization,highresponserates,abilitytoreachlow-incidencerespondents,simplifiedandenhancedpanelmanagement,andprofitabilityforsurveyresearchfirms.

Commercialonlinepanelsareusedformultipleprojectsbymanydifferentcompanies.Whilepanelsreducecostandfieldtime,thequalityofthedatarequiresgoodpanelmanagement.Panelrecruitmentcanbebyopensourceor“byinvitationonly.”Theby-invitation-onlymethodishighlypreferredforqualitypurposes.Goodpanelmanagementrequirestheblockingofprofessionalsurveytakers.Typically,Internetpanelsuseeithera“pay-all”orasweepstakesstrategytogainrespondentcooperation.Pay-alltendstobemuchmoreeffective.

Peoplecarrytheirlivesontheirmobiledevices.Thus,moremarketingresearchisbeingconductedonthesedevices.Mobilesurveysofferreal-timefeedback,suchaswhenaconsumerisshopping,plusgeolocationsoftwaredenotestherespondent’sexactlocationandthesurveyisautomaticallytime-stamped.

Socialmediaresearchenablesmarketingresearcherstounderstandconsumerslikeneverbefore.Firmscanbuildcommunitiesaboutthefirmorbrandsandthencarryonacontinuousdialogueaboutthebrand.Thereismuchmoreinteractionbetweentheresearchersandthecommunitymembersthanintraditionalresearch.Also,thereismoreobservationofwhatissaidaboutthebrandandwhosaysit.Focusgroups,individualdepthinterviews,andsurveyresearchcanallbeconductedviasocialmedia.

QUESTIONSFORREVIEWANDCRITICALTHINKING

Doyouthinkthateventuallyallmarketingresearchwillbedonewithmobiledevices?Whyorwhynot?

Answersmayvary.Nobecausemobilesurveysneedtobeshortwithsimplequestions.Somesurveysrequiremoredetailedcomplexquestions.

Discusstheadvantagesanddisadvantagesofonlinefocusgroups.

Onlinefocusgroupsaremadeupfromdatabasesofindividualswhovolunteertoparticipate.Thedatabasescanbescreenedtomakeupgroupsofindividualsthatmeetcertaincriteriathatareimportanttotheresearchsponsor.Benefitsarethelackofgeographicbarriers,greateraccesstoindividualswithspecialcharacteristics,muchlowercost,fasterturn-aroundtime,and(possibly)greatercandoronthepartofparticipants.Criticismsofonlinefocusgroupsarethelackofinteractionbetweenparticipants,difficultyinevaluatingnon-verbalresponses,difficultyfortheresearchsponsorstoobservethegroupinaction,arangeofsecurityandprivacyissues,andproblemswithoutsideinterference.“Real”focusgroupshavesomelimitations,whileonlinefocusgroupsalsohavelimitations.Aslongastheresearcherandthesponsorunderstandtheselimitationsitispossibletogetusefulinformationfromeithersortoffocusgroup.

Discussthepopularityofonlinesurveyresearch.Whyisitsopopular?

Onlinesurveyresearchispopularforavarietyofreasonssuchastheabilitytorapidlydeploysurveys,rapidresponse,reducedcosts,theabilitytopersonalize,highresponserates,accesstocommunitiesofsimilarinterests,amongothers.

Describesomewaystorecruitforonlinepanels.

Foropenpanels,acompanycanpostrecruitingadvertisementsacrossthewebonacorporatesite,blogs,messageboards,amongotherplaces.Forclosedpanels,acompanywouldsendaninvitationtonamesonacustomerlistsorinacorporatedatabase,clubmembershiplistsamongothers.

Howdoesoneavoidprofessionalsurveytakerswithonlinepanels?

Thefollowingpresentssomeofthemethodsemployedbye-Rewardstostopprofessionalsurveytakers:

Usingthe“by-invitation-only”recruitmentmethodtoinvitepanelmemberswithknowncharacteristics

Requiringavalide-mailandphysicaladdress,verifyagainstpostalrecords.

Performingblindanddouble-blindscreening,whichscreensrespondentsforqualificationsrepeatedly.

Limitingthefrequencyofsurveyinvitationstospecificindividuals.

Not“telegraphing”surveyrequirements,suchasasking“Ifyouareage18–24andshoponlineforcellphones,pleasetakethissurvey.”

IdentifyingPSTsusingsurveyresponses,specificallylookingforbehaviorsuchas

Straight-lininganswers

Inconsistentprofilinganswers

Illogicalanswers

Speeders—Peoplewhoansweringsurveystooquickly

Employingaveracityassessmentsystemthatobservesarespondent’ssurvey-takingbehaviorand“grades”therespondentsaccordingly.Memberswhosescorefallsbelowaspecificthresholdarethenremovedfromtheactivepanel.

Ispanelmanagementacriticaltaskforaqualityonlinepanel?

Absolutely—onlinepanelprovidersmusthaveeffectiveongoingmanagementoftheirpaneltoensureahighlevelofquality.Ifthepanelisnotproperlymaintained,thesamplemaynotaccuratelyrepresentthepopulationitclaimstorepresentandthusalldatacollectedmaynotbegeneralized.

Whatarethekeystoagoodmobilesurvey?

Firstandforemost,mobilesurveysneedtobeshort.Tenquestionsorfewerisagoodrule.Thisisbecauseittakeslongertonavigateonmobiledevicesduetolimitationsoftheuserinterfacesanddatatransferspeeds.

Second,agoodmobilesurveywillminimizethenumberofpages.Eachtimethepagerefreshes,therespondenthastowait.Itisimportantnottoputtoomanyquestionsonapageasmobiledevicesalsohavelessmemorytoworkwith,soapagewithtoomanyelementsmaycausethedevicetobecomeslowornon-responsive.

Third,thetypeofquestionsshouldbekeptsimple.Single-dimensionradio,checkboxor“select”questionsarebetterthanmulti-dimensiongridquestions,whichcouldbedifficulttocompleteduetomobiledevices’smallscreens.Also,limittheuseofopen-endedquestions,astheyrequiretyping.

Finally,allnon-essentialcontentshouldbeminimized.Ittakesextraloadtimeandvisualspaceforeveryelementthatappearsonthescreen.Evenaprogressbarincreasestheloadtimeandtheneedforverticalscrolling.

Whatisgeofencingandhowcanitbeusedinsurveyresearch?

Geofencingisthecreationofavirtualfencearoundalocation.Whenapersonwithasmartphonecrossesageofence,alocation-specificsurveycanbetriggered.Forexample,apersonmayleaveaMacy’sstoreandbepingedtoanswerafewquestionsabouttheshoppingexperience.Otherquestionsmayfocusoneachoflocatingaproduct,in-storepromotionaleffectiveness,andshopperintent-to-purchaseversusjustbrowsing.Theresultsofgeofencingcanprovidereal-timefeedbackviamobilesurveys.

WORKINGTHENET

Determinethe10highest-incomecountiesintheUnitedStates;wherethehighestratioofpickuptruckspercapitaisfound;theoldestmedianagezipcodeinAmerica;areaderprofileonFastCompanymagazine;wheremostavocadosaregrown;andthisweek’ssmartphoneusageintheUnitedStates

Answerswillvarybywhenthesearchoccurs.

Compareandcontrasttheofferingsof;;and.

Answersmayvarybywhenthesearchoccursasthesecompaniesconstantlyupdatetheirofferings.Theyofferonlinesurveysatalowcostandprovidesomepanelservices.Wheretheydifferisincostandinsomefunctionality.

Conductaone-ortwo-questionsurveyusingtheSurveyMonkeyapp.

Resultswillvary.

CanSurveysbeconductedonYouTube,LinkedIn,GoogleorPinterest?Ifso,explainwhy?

Aslongasasurveycanbedisplayedonawebsite,itcanbeadministered,giventhepropersoftwareisinplace.

Goto

andexplainwhatitdoes.

Extensiveusageofmulti-nationalteamsthatcanaidwithallstepsoftheproductdevelopmentprocessfrom“ideageneration”to“concepttesting,”etc.

REAL-LIFERESEARCH

Case7.1ShoppersSpendingMoreIn-StoreThanOnline

KeyPoints:

Bothmenandwomenarespendingmorein-storethanonlineduringatypicalshoppingvisit.

Thistrendcontinuedwhenevaluatingthelikelihoodofashopperaddingextraitemstotheircarts.

Moreconsumersonlygoin-storewhentheyneedsomething.

Morementhanwomensayin-storetechnologyenhancestheshoppingexperience.

Questions

Howmightabricksandmortarretailerusethisinformation?Anonlineretailer?

Anyretailer,face-to-faceoronline,canmakebetterdecisionsthemoretheyknowaboutthebehavioroftheircustomersandhowpeopleinteractwiththeircompetitors.Asthecasepointsout,thedatasuggeststhatface-to-faceretailersneedtofocusmoreontheoverallshoppingexperienceoncetheygetconsumersintothestore.Thecasealsopointsoutthattherearefewer“add-ons”whenindividualsshoponline.Onlineretailerswouldwanttoconsiderwhythisisandwhattheycandotoimprovethis.

Whatsurveymethodscouldhavebeenusedtogatherthisdata?Thesurveyhad1000respondents.Whichsurveymethodwouldhavebeenthemosteconomical?Thefastest?

Anonlinesurvey,mailsurvey,phonesurvey,orevenastore-interceptcouldhavebeenused.Mostlikely,amailsurvey,phonesurvey,oronlinesurveywithinvitationswasusedsincetheseallowforgeneralization.Thephonesurveywouldbethefastestandanonlinesurveywouldbethecheapest.

Takethreefindingsfro