Web Survey Bibliography
Title Hybrid Methods in Market Research - Learnings and Limits
Author Helmold, D., Kohlmann, U.
Year 2006
Access date 20.09.2006
Abstract Application of Hybrid Methods in Corporate Market Research – Limits and Lessons Learned Classical market research methods continue to merge with online research techniques. The latter just as any empirical method implies specific effects that influence applicability and range of use (e.g., limitation due to inadequate sample). Yet, online research is not only increasingly applied in corporate market research, amongst others to substitute face to face approaches. Beyond, corporate market research tends to gradually employ hybrid methods (e.g., CAWI/CATI) to allow for an efficient project design. Heterogeneous but complementary approaches are for that purpose combined so as to form a suitable solution for sometimes contrary requirements. High expectations in hybrid approaches are contradictory to knowledge about their professional employment. In a joint project between Deutsche Post World Net’s Market Research Service Center (MRSC) and rc – research & consulting GmbH, a hybrid method was used in a quoted online survey to replace face to face interviews with CAWI. For this reason, a clearly defined b2b target group was addressed offline (by phone) and passing the screening procedure was recruited for the online survey (e-mail invitation). Considering the CAWI/ CATI system interface, the technical requirements in a hybrid method are considerably higher compared to the single-method way. In addition, actions have to be taken to increase the participants’ response activity and to minimize dropout due to the method split CAWI/ CATI. All in all, there is much more need to encourage participants complete the survey. At the same time, the hybrid method has its advantage with the substitution of face to face interviews. Conclusion: Taking all limitations into account, the experience with the proposed approach can be considered valuable and positive. Especially, in the context of identifying a target group through screening procedures, hybrid methods are apparently a controllable and a high quality research tool.
Access/Direct link Conference homepage (abstract)
Year of publication2006
Bibliographic typeConferences, workshops, tutorials, presentations
Full text availabilityNon-existant
Web survey bibliography (4086)
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