The Anonymous Elect Market Research Through Online Access Panels
The Anonymous Elect is the book that restores market research to its original condition and bestows it its full interdisciplinary rights. It asks questions that address market researchers and sociologists as well as psychologists, linguists and specialist
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Andrei Postoaca
The Anonymous Elect Market Research Through Online Access Panels
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Andrei Postoaca Ipsos Interactive Services Europe 72 Unirii Boulevard Bucharest 3 Romania [email protected]
ISBN-10 3-540-29029-X Springer Berlin Heidelberg New York ISBN-13 978-3-540-29029-2 Springer Berlin Heidelberg New York Cataloging-in-Publication Data Library of Congress Control Number: 2005936735 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. Springer is a part of Springer Science+Business Media springeronline.com ° Springer Berlin ´ Heidelberg 2006 Printed in Germany The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Hardcover-Design: Design & Production, Heidelberg SPIN 11557685
42/3153-5 4 3 2 1 0 ± Printed on acid-free paper
For Karin, Staffan and Carlos, whose confidence in me in times of doubt was big enough to base a movie on and hardly smaller than what you need to start a revolution. This book wouldn’t have been possible without Raluca Boboc. It is her commitment that turned the anonymous into elect and this project into reality.
Table of Contents
Introduction .......................................................................... 1 CHAPTER 1:
To Panel or Not to Panel – What Is and What Is Not an Online Access Panel ....................................................... 5 Online Market Research. Perspectives ............................................................5 The Online Trend in the Context of Offline Market Research.............. 5 Sampling ......................................................................................... 6 Respondent Convenience................................................................ 6 Speed............................................................................................... 7 Cost & Price vs. Quality ................................................................. 8 Online Reporting Tools................................................................... 9 Questionnaire Complexity ............................................................ 10 Background Information ............................................................... 11 Online Attempts of Re-Contextualising Market Research: The Digital Trend.......................................................................... 12 Offline vs
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