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Marketing Research Articles Related to Online Communities

Marketing Research Articles Related to Online Communities

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10 reasons why you should go mobile right now

Published
July 2013
Authors
Bob Yazbeck and Susan Scarlet
Abstract
The authors offer a mobile research manifesto, addressing some common complaints against mobile and outlining the many factors in its favor.

12 strategies for keeping your Gen Z community engaged

Published
April 2014
Author
Jeanne Connon
Abstract
The CMO of FashionPlaytes on the right – and wrong – ways to approach, interact with and learn from the pre-Millennial generation.

5 lessons learned from running a multigenerational panel

Published
April 2014
Author
Mary McIlrath
Abstract
A research-on-research look at what happens when you create and manage a community of Millennial, Gen X and Boomer participants.

A how-to guide to using online specialty panels

Published
February 2007
Author
Mitch Eggers
Abstract
Specialty online panels offer researchers a way to talk to hard-to-find or specialized audiences. Tips are provided for building panels and various panel groups (hobby-focused, medical, new mothers, etc.) are discussed.

A report on the 2009 Globalpark Market Research Software Survey

Published
July 2010
Authors
Tim Macer and Sheila Wilson
Abstract
This time around, results show that larger research companies are leading the charge when it comes to adopting mobile research techniques and, in spite of all the industry buzz, online communities have not yet taken off.

A report on the Confirmit Market Research Software Survey

Published
August 2012
Authors
Tim Macer and Sheila Wilson
Abstract
The annual study of research software users finds curious levels of resistance toward smartphone-using respondents and a growing need for skilled data visualizers.

A report on the Confirmit Market Research Software Survey

Published
June 2013
Authors
Tim Macer and Sheila Wilson
Abstract
Among the highlights in this recap of the annual study of software and technology usage by research companies are ongoing struggles with survey length and a marked commitment to quality control.

A successful research community requires a mix of strategies

Published
April 2012
Author
Manila Austin
Abstract
Communispace’s Manila Austin draws from the firm’s research-on-research studies to offer tips on keeping community respondents engaged.

An analysis of the past 20 years of client-side research buying

Published
October 2011
Author
Emily Goon, Quirk's Content Editor
Abstract
Two decades’ worth of data from the Quirk’s circulation database is examined to discover what shifts have taken place in the research industry - including the advent of online and the latest economic crisis - and to predict where it might be headed.

An examination of strategies for panel-blending

Published
July 2009
Authors
Michael A. Fallig and Derek Allen
Abstract
This article offers a report on a research-on-research project which sought to measure the effects of respondents’ various personality traits on their participation in online research.

An online community keeps beverage firm Cafédirect close to its customers

Published
January 2013
Author
Richard Young
Abstract
Cafédirect’s online community serves as a tangible expression of the coffee and tea maker’s core values and has also demonstrated a healthy ROI.

Choosing the right approach comes down to serving each project's needs

Published
July 2008
Author
Sonya Turner
Abstract
With many methods available, each with its own pros and cons, determining which form(s) of online qualitative to use - from bulletin boards to communities - comes down to a matter of project needs.

Considerations when employing a market research online community

Published
August 2010
Author
Julie Wittes Schlack
Abstract
The author outlines some of the specific trade-offs (big vs. small, general vs. specific, pure vs. passionate) that researchers make in choosing to use market research online communities.

Familiarity breeds contempt? A study of positive bias in online communities

Published
January 2012
Abstract
Many researchers are concerned that ongoing, long-term interaction between consumers and brands causes heightened brand awareness and affinity among an engaged and informed sample. This article addresses whether engagement leads to positive bias, based on research from Communispace.

How a lack of money turned me into an innovative researcher

Published
April 2013
Author
Clint Jenkin
Abstract
Ethnography, a DIY community and turning a survey into a virtual press conference were just some of ways one in-house research team overcame budget limitations to generate valuable insights.

How do online communities compare to online panels?

Published
October 2008
Authors
Gregory S. Heist and Mitchell S. Sanders
Abstract
The authors compare and contrast online communities and online panels, examining instances where communities have been used, such as GM's Project Driveway effort. They look at community members' reasons for participation and analyze data from community respondents vs. data from online panelists.

How mobile helps establish connections with consumers

Published
July 2013
Author
Julie Wittes Schlack
Abstract
A look at some of the many applications of mobile research, beyond straight surveying, and how they can help brands build bonds with consumers.

How online communities can tap a company's greatest unused resource: the consumer

Published
June 2010
Author
Mark Simon
Abstract
Online communities offer an opportunity to listen to customers and place them at the heart of a company's marketing strategy. By giving the respondent a seat at the decision-making table, companies can build strong and long lasting relationships that may not have been possible through offline media.

How P&G used agile research to keep up with consumers

Published
May 2013
Author
Matt Warta
Abstract
The need for immediacy has spurred the development of the agile research methodology, an iterative approach to give researchers real-time insight and the power to make changes on the fly. Procter & Gamble shares its experience using agile research for holiday-season fragrance marketing.

How to use insight communities to bridge internal silos

Published
April 2013
Author
Gavin Winter
Abstract
Many research departments are data-rich and insights-poor. This article discusses how online insight communities are different from MROCs and market access panels and can benefit customer experience professionals.

 

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