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Marketing Research Articles Related to Online Communities

Marketing Research Articles Related to Online Communities

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Using online ethnography to explore the digital camera market

Published
July 2004
Author
Steve August
Abstract
Analysis of postings on blogs and other online sites pertaining to digital cameras let researchers study trends as they formed and showed how prospective buyers defined their searches for their ideal cameras.

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.

Where will your company’s next great idea come from? From your customers.

Published
July 2007
Authors
Mike Waite and Emily Morris
Abstract
Collaborating with customers, through online communities, offers a new and exciting way to develop new product ideas. The authors present examples from Del Monte Foods and its research with pet owners and from a toy manufacturer and snack-food maker.

How Web communities can change the way we do research

Published
July 2007
Author
Gregory S. Heist
Abstract
Web communities engage customers, help uncover “eureka” moments, locate brand advocates, offer real-time results and create a forum where customers can talk about topics that are important to them.

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.

Using communities for online research

Published
July 2008
Author
Dean Wiltse
Abstract
The article details the advantages of constructing an online community of customers or consumers and explains how to keep them interested in the process while gathering valid and helpful information.

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.

Researching online communities

Published
December 2008
Authors
Deanna Lawrence and Susan Meier Roth
Abstract
Creating an online community allows a company to understand consumers' experiences and hear their stories in their own words. This article explores some of the types of research that can be conducted using communities and offers guidance on how to get the most value from a community-building effort.

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.

Trade Talk: Industry study finds researchers struggling, adapting

Published
December 2009
Author
Joseph Rydholm, Quirk's Editor
Abstract
The 2009 Research Industry Trends study from Rockhopper Research takes a look at where research is hurting the most, where research is headed and how researchers are feeling.

Trade Talk: Research 2010: more work, more data, same budgets

Published
February 2010
Author
Joseph Rydholm, Quirk's Editor
Abstract
Quirk's Editor Joe Rydholm looks into the Predictions 2010: What Will Happen In Market Research study to see what the future holds for marketing research.

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.

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.

Lessons learned from creating an MROC for Millennials

Published
April 2011
Authors
Robert Moran, Jennifer Myers, Allison Quigley and Sparky Zivin
Abstract
The authors detail the nuances of launching and maintaining an online community of Generation Y consumers and offer tips to marketers interested in community-building.

Thoughts on how to address important questions about MROCs

Published
April 2011
Author
Bob Yazbeck
Abstract
As MROCs move from being a novelty to being an established, viable research option, the author examines topics such as community size, branded vs. unbranded and the effects of conditioning. He also looks at some potential developments on the horizon.

Maximizing ROI for custom panels and online communities

Published
April 2011
Author
Bonnie Sherman
Abstract
This article explores how close cooperation between vendor and client can help ensure that custom online communities achieve research goals while also respecting members’ time and rewarding their effort.

Measuring the health of an online community

Published
April 2011
Authors
Douglas Pruden and Terry G. Vavra
Abstract
Companies that create an online community without also considering ways to gauge how well the community fulfills its members’ needs risk wasting money and - potentially worse - damaging their brand.

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.

In Case You Missed It... December 2011

Published
December 2011
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Facebook offers that deliver; Lego crowdsources

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.