Resource Library Calendar Career Management Community
About The AMA Search
Login

Resource Library

Email Print page

Maritz 

Using Online Qualitative Research Methods to Your Advantage 

Rated:

by 0 Members

Published 4/1/2008 

Author: Wally Balden, Sarah Wittman 

Wally Balden, Director, Research and Development, Maritz Research

Sarah Wittman, Research Director, Maritz Research Canada

Summary

 

The internet has made all sorts of information available to the public. With the availability of online qualitative research, researchers have less of a need to travel to secure data and have a larger group of respondents they are able to reach. An additional positive outcome of online qualitative research is the heightened comfort level of respondents which allows them to answer truthfully and fully without feeling pressure from other group members.

A need for an experienced moderator is a downside to online research. The moderator must keep the attention of the respondents because if they do not it is simple for the respondent to log out. Another downside is the inability to conduct research that involves tasting a product or touching it.

There are three categories of online qualitative research: online “chat” focus groups, bulletin boards, and a hybrid qualitative and quantitative platform.

© 2008 Maritz
All Rights Reserved

Maritz

AMA Content Partners


View this content

Member Comments (0):


To rate or comment on articles, you must be a logged in AMA member. Click here to join

AMA IconPowered by the American Marketing Association | Copyright © 2009 MarketingPower, Inc. The site content may not be copied, reproduced, or redistributed without prior written permission from the American Marketing Association or its affiliates.