Qualitative Online Research Methods and Innovations
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1 GfK Austria Medien Thema Online Research des Vortrags. Peter Diem Name des Vortragenden 13. November 2007 Qualitative Online Research Methods and Innovations Peter Diem, GfK Austria November 2007
2 Fields of Practical Online Research About the Web Via the Web 2 quant Internet Monitors (offline) Pop up-test Quantitative Webtest Internet Radar Consumer Research Customer Satisfaction Employee Surveys etc. qual Qualitative Webtest Conventional Focus Groups Online Focus Group Bulletin Board Discussion Copy Tests Concept Tests Online Focus Group Bulletin Board Discussion Weblog/Internet Diary
3 Interview and Observation Participating Observing/analyzing 3 Synchronous Online Focus Group Messenger Chat Video/Audio Conferencing Online Focus Group Asynchronous Bulletin Board Discussion Mailing List Discussion Newsgroup Weblog (Online Diary) Bulletin Board Discussion Mailing List Discussion Newsgroup Weblog (Online Diary) Website Analysis Server Log
4 Q-Type The qualitative-quantitative Continuum I Closed Questions Classical Population Survey 4 Open Questions Online Focus Group Bulletin Board Discussion Weblog Expert Delphi Semi-qualitative methods Exploration Projection Classical Motivational Research n =
5 Sample The qualitative-quantitative Continuum II n => 1000 Classical Population Survey 5 n ~ 200 Semi-qualitative Methods Expert Delphi n = 12 to 30 n = 8 to 12 Online Focus Group Bulletin Board Discussion Weblog Duration 1 Hour 1 Day 1 Week 14 Days 1 Month 2 Months
6 Online Express the quick Advertizing Copy Test 6 Slogans Logos Product design Internet advertizing Ads Radio Spots TV Spots Testimonials Videoclips Storyboards Websites Layouts Wrappings
7 The Poster Test 7 Periodical test with small sample (n=200) Rating Properties Open question
8 The Qualitative Webtest: A one-to-one psychological usability check Respondents Optimizing a Website VIDEO Respondent talks while he surfs" Scan Converter records mouse movement on video tape
9 OFFLINE Focus Group 9 Coffee table Internet- PC Assistent Beamer projects Website Coffee table Psychologist Up to 12 participants
10 OFFLINE Focus Group held in group discussion room in basement of FESSEL-GfK 10 Optimizing a Website by discussing its usability, likes and dislikes etc.
11 Semi-qualitative questions in online surveys (1) 11
12 ONLINE Focus Group (1) 12
13 ONLINE Focus Group (2) 13
14 Bulletin Boards posting opinions over several days this method is superior to online focus groups! 14
15 Online Diary about Breakfast-Food Internet Diary (Weblog) 15 Up to 30 respondents participate in an Internet diary about the use of a breakfast cereal in the family. The product was distributed to the households and the respondents have to report daily on what happens for about 2 to 3 weeks.
16 Use a Text Cloud program to have a first look on what words your text contains 16
17 Using free text analzyers to calculate word frequency and prepare coding: In open answers about Ukraine the word revolution occurs 26 times Textanz this software comes from St. Petersburg 17
18 Conclusion: 10 Advantages of Online Research 18 Quick fieldwork and evaluation (down to 4 workdays) Cost efficient (but not always cheap) All types of multi-media content can be tested Test interviews are easy before fieldwork starts No interviewer bias, no interviewer training or cost Nationwide or multi-nation surveys possible at low cost Sensitive topics are no problem - because respondent is alone Looking at trend report at early stage of survey possible Report/graphs generated automatically and delivered quickly online Format impresses customers as most modern research
19 Qualitative and semi-qualitative Online Research: Examples of Practical Software 19 Online Focus Group Software (with or without whiteboard) Groupboard ( Campfire ( Complex Community Solutions factline Community Server ( Conferencing Solutions and Groupware Webex ( BSCW ( Bulletin Boards MyBulletinBoard ( PHP Bulletin Board ( Special Software for Bulletin Board Discussions Qualboard ( Tools for Text Analysis Textanz ( Antconc ( TagCloud Generators TextTagCloud ( TagCrowd ( tocloud (
20 GfK Austria Medien Thema Online Research des Vortrags. Peter Diem Name des Vortragenden 13. November 2007 Qualitative Online Research Methods and Innovations Thank you for your interest! Peter Diem, GfK Austria
esolutions Practical Online Research GEAR Lucerne 2nd May 2001 peter.diem@gfk.at
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