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.
The authors used online qualitative research to test several facets of a proposed public-service campaign aimed at getting teens to stop using the phrase “That’s so gay.” Respondents created and posted photo-journals, evaluated potential celebrity spokespeople, reacted to ad concepts and offered insights on how to motivate teens without coming across as preachy.
The division of labor between research vendors and research clients can sometimes be a detriment to a research project, as the client's knowledge of the industry is underutilized. The author suggests that in certain cases, greater insight can be gathered through increased client participation.
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.
By analyzing transcripts of online focus groups, researchers can uncover a respondent’s unspoken motivations and feelings, which can in some way compensate for the lack of visual feedback such as body language, which is not observable online.
Web 2.0, characterized by more consumer-generated content and more interaction between and among Web users and Web sites, has affected some forms of qualitative research and forced research providers to adapt accordingly.
The authors offer several suggestions for maximizing research budgets during tough times, including eliminating projects that don’t add value, changing methodologies and using free or low-cost Web-based resources to keep tabs on the competition.
The author focuses on how qualitative and quantitative methods can be used to test Web site usability. Both families of methods have their pros and cons and researchers may have to use hybrid approaches to get the information they need.
Conducting commercial quantitative research in China presents methodological and cultural issues that either don’t exist or that have already been solved in Western society. Researchers must take heed in this relatively-virgin territory and adapt their strategies to cater to China’s unique circumstances.
In the second part of a two-part series on online surveys with physicians, the authors explore doctors’ reasons for participating in the research process and examine the factors that can lead to speeding and cheating.
In part one of a two-part article addressing gamification, the author discusses gamification theory and the several different methods marketing researchers can use to increase the enjoyment and feedback quality from surveys.