Web Survey Bibliography
Market research uses more and more sophisticated methods of data collection and statistical analysis procedures, in order to forecast the product preferences and buying patterns of potential customers. These methods include conjoint analysis and particularly the discrete choice analysis. Respondents have to choose between different product concepts several times. It is possible to select one or even none of the concepts. Based on the choice or no-choice, it is possible to derive the market potential which a particular product concept may provide.
This naturally assumes that people behave as they have stated. The invalidity of this assumption is evident in studies which show, that often only a significant minority of those who express a purchasing intention will actually make a purchase. Accordingly, product potential is significantly overestimated in these cases.
The following questions are of vital importance to enable a more valid estimation:
What is the relationship between an intention to purchase at the time of the survey and the purchasing behaviour at a later date? Which reasons were decisive if the behaviour deviated from the stated intention?
ln order to answer these questions a longitudinal study as well as a large sample are required. Online access panels are the ideal method for this purpose, as those surveyed can be obtained at a relatively low cost while at the same time providing a high response rate, even in a test-retest measurement. Furthermore,
respondent data can be used for pre-selection of defined target groups. In January 2006, 802 panel participants were surveyed with regard to their purchasing intentions in two product categories (credit cards and flat screen TVs) (purchase within 6 mo nth s). Six months later a second survey was made with the same test sample.
The results of the study indicate that the type of interrelationship between the purchasing intention and an actual purchase depends on the product category. This can be referred to different reasons not to purchase in the categories. Whereas there is frequently a deferral in the purchase of a flat screen TV, the planned purchase is waived with credit cards (particularly where the purchase of a second credit card was the intention).
Web Survey Bibliography - General Online Research Conference (GOR) 2007 (37)
- Online Factorial Surveys as an Approach for International Comparative Research; 2007; Berger, R., Burek, M.
- Pure Text vs. HTML in Email Invitations; 2007; Neubarth, W., Kaczmirek, L., Hellwig, O.
- The Usage of Magnitude Estimation Scales in Online Surveys - Results of a Joint Project; 2007; Althoff, S., Dumke, U.
- The Influence of Regulatory Focus and Other Personality Traits on the Participation in Online Surveys...; 2007; Stratmann, C., Verheyen, C.
- "Dirty Politics" Web Experiments on the Effects of Negative Communication Actions ; 2007; Tatzl, G.
- A Comparison of Visual Analog and Graphic Rating Scales ; 2007; Thomas, R. K., Couper, M. P.
- The Best of Intentions: Response Format Effects on Measures of Behavioral lntention ; 2007; Thomas, R. K., Klein, J. D., Behnke, C. S., Terhanian, G.
- New Market Insights by Analysing Public Online Communication ; 2007; Troemel, M.
- Media usage in the age of Web 2.0 ; 2007; Trump, T., Spahlinger, M. P.
- The impact of the duration of affiliation and the intensity of questioning on the willingness of participation...; 2007; Wachenfeld, A.
- From "Innavators" to "Laggards" - Diffusion of Unrestricted Surveys on the Web ; 2007; Wolsing, A., Faas, T.
- Is it all rubbish? Credibility of answers in web surveys ; 2007; Zajac, J., Rakocy, K., Nowak, A.
- Quality of Online Research: Does it Improve Results? ; 2007; Lindemann, M.
- SniperScale: Graphical scaling in data collection and its effect on the response behaviour of participants...; 2007; Luetters, H., Westphal, D., Heublein, F.
- Good intentions are very popular. They can always be used again. On forecasting of product potential...; 2007; Melles, T., Puetzfeld, S.
- testMaker An Open Source Tool for Web-based Aptitude Testing ; 2007; Milbradt, A., Zimmerhofer, A., Hornke, L. F.
- New Access to Information laws in Germany - a big bang for Computer-Assisted Reporting (CAR)? ; 2007; Redelfs, M.
- VASgenerator.net - A Web-Based Tool for Creating Visual Analogue Scales ; 2007; Reips, U. -D., Funke, F.
- Participation Motives of Online Panellists ; 2007; Rodenhausen, T., Kaufmann, G., Hartmann, A.
- Online research praxis: the role of online research at Yahoo! ; 2007; Gonzales, R.
- Reducing social desirability bias through indirect questioning in scena rios: When does it work in online...; 2007; Snijders, C., Matzat, U.
- Is Online Deception Really a Threat to Data Quality in Online Studies? Results from a Review; 2007; Stieger, S.
- Subjective Anonymity in Online-Surveys ; 2007; Strassnig, B.
- B2B Online Research in China ; 2007; Bumann, B.
- Peeping Over Computers The Slovenian Internet Audience Measurement Mix Model ; 2007; Cucin, P., Kropivnik, S., Hocevar, J.
- Can Open-Source Survey Tools be used in Wleb-based Market Research? ; 2007; Frichter, C.
- Dynamic Forms: Online Surveys 2.0 ; 2007; Funke, F., Reips, U. -D.
- Online Research 2.0 » Join the MindVoyage ; 2007; Gadeib, A., Lichter, C.
- Using Change to Improve Navigation in Grid Questions ; 2007; Galesic, M., Tourangeau, R., Couper, M. P., Conrad, F. G.
- The High Hurdie Technique Put to the Test: Do Artificially Increased Loading Times Enhance Data Quality...; 2007; Goeritz, A., Stieger, S.
- A closer look at the effect of recruitment methods on data quality for online panel surveys ; 2007; Irmer, C., Wenzel, O., Peichl, M.
- Sample and Method Effects: A Comparison between Off-line and On-line Collected Data ; 2007; Jarchow, C.
- Documentation of Online Surveys ; 2007; Kaczmirek, L., Neubarth, W., Bandilla, W., Watteler, O.
- Putting Social Psychological lncentives to Work: Motivation and Non-Monetary Incentives in Online Information...; 2007; Antin, J., Cheshire, C.
- The Impact of Screen Size and Background Color on Response in Web Surveys ; 2007; Baker, R. P., Couper, M. P.
- On whom do we rely? Personality traits and nonresponse in an online surve ; 2007; Bipp, T.
- Choice-Based Conjoint Analysis on the Internet: How Complex Should the Tasks Be? ; 2007; Brocke, M.