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Researching On Line

Researching On Line. Internet Research Sites Meeting 7. Online Focus Groups (OLFG) are used for researching:. New product concepts High-level decision makers with busy schedules Marketing opportunities among college students Banner ads and web-related topics

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Researching On Line

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  1. Researching On Line Internet Research Sites Meeting 7

  2. Online Focus Groups (OLFG) are used for researching: • New product concepts • High-level decision makers with busy schedules • Marketing opportunities among college students • Banner ads and web-related topics • Print ads and offline offerings

  3. OLFG Strengths • No geographic barriers • Huge pool of potential participants • Lower costs • Time efficiency • Immediate transcripts • Minimum peer pressure • Sense of privacy and anonymity

  4. Closed-Ended OLFGs • Recruitment from banner ads, links at web sites, email notices (DoubleClick.net/us) • Phone recruitment, purchased lists or client’s own consumers • Use application form as screening tool • Get 20 confirmations for group of 10

  5. Close-ended groups • Use proprietary software • Get specific participant information that can be cross-checked • Send confirming email, instructions email and reminder email • Use two moderators (leader/client liaison) • Payment details (PayPal)

  6. Open-ended OLFGs • Uses bulletin board posting or discussion group forum (wabstract.com/howto/forum2.shtml) • Flexible time, multiple options • Creates ongoing dialogues • Forms communities of interaction for sharing opinions about brand/product • Moderator spots off-topic discussions and troll postings

  7. Open-ended groups • Use policy to state purpose and rules • Software forum free site (ezboard.com) • Forums using client web site • Screen name and email address required • Lack of nonverbal cues • Select cut-off time

  8. Depth Interviewing On Line • Use email or chat room • Flexible timing, broader range of people, privacy • Questions are open-ended, numbered and short • Reply spaces and additional comment space • Email solicitations with expectations

  9. Interviewing • Email response instructions, date and follow-up date • Inform participants of research purpose • Get privacy policy (the-dma.org) • Transcripts immediately available

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