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Data Collection Methodologies White Papers

Free white papers and articles on online marketing research. These articles detail the best practices for marketing research. All articles were written by marketing research professionals.

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A New Debate by Bruce Crandall A comparison between in-person qualitative and online qualitative techniques and methods.
Beyond the Millennium by Jerry W. Thomas A look at the future of Online Marketing Research.
Brave New World by Jerry W. Thomas The strategic implications of the Internet are far reaching—for global commerce, for global marketing, and for global marketing research.
A Case for Using the Internet to Track Offline, Organic Word of Mouth by Karen Kraft Capturing offline, organic word-of-mouth episodes via an online word-of-mouth tracking program.
Consumer Behavior by Leyla Namiranian A case study using ethnographic research to provide today’s consumer in order to optimize brand positioning.
The Dot.com Meltdown by Jerry W. Thomas A look at what different research techniques that could help your business avoid the next speculative meltdown. The future belongs to the informed, to the rational, to those who make decisions based on objective, research-based realities.
Focus Groups and the American Dream by Jerry W. Thomas Even though the focus group has become a widely used research technique in the past two decades, a lot of folks still don't know what goes on behind closed doors.
The Honesty of Online Survey Respondents: Lessons Learned and Prescriptive Remedies by Felicia Rogers and Michael Richarme This paper presents a series of preventative measures that researchers can and should take to reduce vulnerabilities of survey cheaters. The measures are based on consumer behavior, statistics, and psychology theory with empirical support. The measures have also been successfully utilized in practice by Decision Analyst and other professional research firms.
Mobile Analytics by Jerry W. Thomas The earth is shifting beneath our feet. Smartphones, iPads, and tablet computers combined have surpassed PCs in number of units shipped annually. These highly portable devices, and the new technologies embedded in them, represent tectonic shifts in research possibilities. Despite the shock and rubble of tectonic upheaval, new opportunities are visible through the clouds of confusion.
Mock Juries by Jerry W. Thomas A look at the role of mock juries in the legal process, along with guidelines for their conduct.
Moving Tracking Research from Telephone to Internet Data Collection: to Compare or Not to Compare? by Felicia Rogers A rationale for moving telephone tracking studies to the Internet.
Motivational Research by Jerry W. Thomas An explanation of motivational research and how it is conducted.
Private Online Research Panels by by Jerry W. Thomas Over the past decade or so, some companies have set up private online panels as an economical way to conduct surveys and other research projects. The purpose of this article is to outline some basic guidelines to help you decide if a private panel is right for your company.
Realism in Research: Innovative Use of 3D Animation for Qualitative & Quantitative Research Methodologies by Michael Richarme & John Colias To a very large degree, people experience and interact with their surroundings from a visual perspective. The use of 3D animation in an online survey environment gives respondents a more realistic decision-making context. This article will demonstrate one 3D animation model and will discuss the incorporation of 3D animation into most choice-modeling research tasks.
Riding the Brain Waves: Neuromarketing's Choppy, Uncharted Waters By Michael Polster, PhD, National Analysts Worldwide The two most common methodologies used in neuromarketing are electroencephalography (EEG), which measures changes in brain waves, and functional Magnetic Resonance Imaging (fMRI), which creates images of the brain based on the flow of oxygen in the blood. Although there may be an intuitive appeal to the concept of using brain imaging techniques to expose customer motivations, a critical analysis suggests that the financial and intellectual yield of neuromarketing research remains entirely unsubstantiated.
Strategic Marketing Tracking by Jerry W. Thomas A discussion of telephone surveys as a way to monitor marketing performance over time.
Teenagers and Brand Engagement in Emerging Markets by Leyla Namiranian This paper shows how research techniques were applied in an online environment to elicit deeper learning about brand and media engagement among teenagers.
Ten Keys to Defusing Political Land Mines in the Back Room by Bruce Crandall Focus groups are rarely predictable. Sometimes groups know embarrassingly little about a given topic.
The Throes of Revolution by Jerry W. Thomas The Internet represents a major paradigm shift that will dramatically change the marketing and advertising landscape, but it has also brought forth new research capabilities to help businesses adapt to and exploit the tectonic changes now underway.
To Focus Group or Not to Focus Group by Bruce Crandall Guidelines for when its best to conduct a focus group
Worth a Thousand Words-Online Ethnography by Gwen Ishmael and Jerry W. Thomas A look into online ethnography. This article describes what online ethnography is and how to analyze it. Online ethnography provides a snapshot of respondents’ real-life experiences in order to truly understand not just what they report they do, but what they are actually doing and how that behavior drives their decisions.
www.research.com? by Bruce Crandall Internet research has its skeptics but continues to grow at a fast pace, providing believers with a valuable alternative to traditional data-collecting sources.

Data Collection Methodologies White Papers

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