Seite - 16 - in Online Research - A Practical Handbook

Inhaltsverzeichnis

1. Introduction 4
2. Online Research 4
   1. Development of Online Research in Austria 6
   2. Advantages and Disadvantages of Online Research 8
   3. Where Quality turns into Quantity 10
3. Quantitative Online Research 10
   1. The Online Address Pool („Access Panel”) 12
   2. Standards and Guidelines 16
   3. Online Research by Mobile Device 18
   4. Online Surveys without an existing Address Pool 18
   5. The Quantitative Online Questionnaire 20
   6. Scales 23
   7. Gamification 25
   8. Mixed-Mode Surveys 26
4. Use of the Samartphone in Market and Media Research 28
5. Qualitative Online Research 33
   1. One-to-one Online Research 34
   2. Online Focus Groups 35
   3. Online Bulletin Boards 39
   4. Online Diaries/Blogs 42
   5. Market Research Communities (MROCS) 43
   6. Semi-qualitative Projects 44
   7. Online Ethnography 46
6. Website Usability Research 47
   1. Accompanied Surfing 47
   2. Testing a Website in a Conventional Focus Group 49
   3. Testing a Website in an Online Focus Group 50
   4. Eye tracking 51
   5. Quantitative Website Tests 53
   6. Pop-up or “nth” Visitor Survey 54
   7. Performance Test by Quantitative Online Survey 56
7. Online Media Research 58
8. Online Research for TV 59
   1. Program Genre Research 61
   2. TV Appreciation 63
9. Online Radio Research 77
   1. Passive Radio Audience Size Measurement 78
   2. Music Testing 84
10. Radio Diaries 85
    1. A Projective Radio Program Test 86
11. Online Print Research 87
    1. CAWI Print 87
    2. Starch 88
12. Web Audience Size Measurement 89
    1. Automatic Web Traffic Measurement 90
    2. Web Audience Size Measurement by Recall 91
    3. The Austrian Internet Radar 92
13. Cross-Media Measurement 93
    1. The Austrian Media Server 96
    2. Measuring Streaming TV 98
    3. Measuring Print and Online 99
14. Online Advertising Research 99
    1. The Austrian Poster Test 100
    2. Advertising Tracking 102
15. Delphi Studies 103
16. Qualitative Data Analysis 104
    1. Word Clouds 104
    2. Text Analysis and Coding 105
    3. Word Frequency Counting Programs 106
    4. Concordance Programs
    5. Coding Programs 108
17. Web Mining 110
    1. Sentiment Analysis 110
18. Appendix 1 112
    1. 26 QUESTIONS TO HELP RESEARCH BUYERS OF ONLINE SAMPLES 112
19. Appendix 2 114
    1. ESOMAR GUIDELINE FOR CONDUCTING SURVEY RESEARCH VIA MOBILE PHONE 114