Web Survey Bibliography
The paper discusses web-based data collection in the broader content of one of the most challenging market-research-tasks, the volumetric forecast for new concepts.
Decisions about new concepts based solely on information gathered in a typical concept test run the risk of ignoring critical factors of success. The total size of the potential market (the interested universe), the expected awareness and distribution level, fixed and variable costs per unit and the repurchase rate after initial trial are crucial information for determining the economic success of a new product. A volumetric forecast estimates the total sales and the revenue in a certain time period after launch and incorporates both survey and external data.
A volumetric forecast faces two major challenges regardless of the data collection method:
1. Predicting the awareness level based on planned marketing actions
2. Ensuring the representativeness of the sample for the interested universe
The awareness level is mathematically modelled as a function of the reach of a marketing campaign: Information regarding reach is provided by media planning and is defined as the probability of exposure to marketing based on spending levels and targeting. The mathematical model takes into account reach from a variety of sources including in-store promotion, couponing and sampling.
Representativeness of the sample for the interested universe is obtained by propensity weighting. Propensity weighting controls for subtle differences between target population and members of an online access panel that do not result from obvious sociodemographic characteristics that are normally controlled in a quotation sample. In a combined representative CATI and panel-based online survey the probability of membership to the online access panel is estimated using a logistic regression incorporating a variety of questions about attitudes towards the internet. Afterwards the online sample is weighted according to the representative distribution of the propensity scores which indicate panel affinity.
The proposed paper describes the challenges and solutions in the volumetric forecast based on online access panels and demonstrates the general appropriateness of the method.
Conference homepage (abstract)
Web Survey Bibliography - General Online Research Conference (GOR) 2009 (66)
- Conducting Mobile Surveys: A Hands-on Introduction to an Innovative Research Mode; 2009; Pferdekämper, T., Melcher, T.
- Empirical Evaluation of Web Survey Software Tools: Powerful or Friendly?; 2009; Vehovar, V., Berzelak, N., Lozar Manfreda, K., Horvat, T., Debevc, M.
- Qualitative Research via Internet: Asynchronous Online Discussions and the Use of WebCT; 2009; Giatsi Clausen, M., Nicol, M., Gill, J.
- Representativeness of Mobile Internet Surveys - A comparative study of CAMI vs. CATI ; 2009; Maier, U., Neubarth, W., Grosser, A., Hombach, A.
- The use of online data-collection in financial services market measurement research : the FRS experience...; 2009; Cooke, M., Watkins, N.
- Using flash type questions – stroke of luck or curse for data quality?; 2009; Laufer, S., Klapproth, U., Noll, S.
- Pause Mechanism in Complex Online Surveys; 2009; Milewski, J.
- Sensitive Questions in Online Surveys: Experimental Results for the Randomized Response Technique (RRT...; 2009; Coutts, E., Jann, B.
- Response Formats in Cross-cultural Comparisons in Web-based Surveys; 2009; Thomas, R. K.l, Terhanian, G., Funke, F.
- Generic or Project-Specific Mail? – The Influence of Invitations on Response Behaviour in the...; 2009; Schroll, S.
- Results from 6 Independent Web Experiments Comparing Visual Analogue Scales with Categorical Scales; 2009; Funke, F., Reips, U. -D.
- Relevance Of Health-Related Online-Information In Offline- And Online-Samples; 2009; Stetina, B. U., McElheney, J., Lehenbauer, M., Hinterberger, E., Pintzinger, N., Kryspin-Exner, I.
- Data Collection online: Can do, must (not) do, Should do; 2009; Diesner, J., Gadeib, A., Lüttschwager, F., Sassinot-Uny, L.
- Three Different Designs of Type Ranking‐Questions; 2009; Sackl, A.
- Usability of Mobile Surveys; 2009; Tarkus, A.
- Gay and Lesbian People: The Use of Online Communication Services; 2009; Lehenbauer, M., Stetina, B. U., Kryspin-Exner, I.
- An Online Study on Coping with Anxiety and Disease-Specific Internet Use in Panic Attack Sufferers; 2009; König, D., Hiebler, C., Kryspin-Exner, I.
- Distortion of demographics through technically induced dropout in restricted online surveys; 2009; Voracek, M., Stieger, S., Goeritz, A.
- An Internet-based Study on Coping with Illness and Attitudes towards Online Health Care in Cancer Patients...; 2009; Setz, J., König, D., Kryspin-Exner, I.
- WebEXEC: A Short Self-Report Measure of Executive Function Suitable for Administration via the Internet...; 2009; Buchanan, T., Heffernan, T. M., Parrott, A. C., Ling, J., Rodgers, J., Scholey, A. B.
- Does the seriousness check really sieve out datasets with bad data quality?; 2009; Stieger, S., Reips, U. -D.
- Respondents’ Evaluations of Questionnaires: A Single-Item Open-Ended Instrument for Quality Control...; 2009; Baier, C., Kaczmirek, L., Züll, C.
- Let's go formative: Continuous student ratings with Web 2.0 application Twitter; 2009; Burger, C., Stieger, S.
- Don't know and no opinion responses in Web surveys; 2009; Mechling, J., Baker, R. P., Couper, M. P.
- Mixed Methods in Online Research; Conceptualisation and Future Research Agenda; 2009; Koller, M., Sinitsa, E.
- Market Research Online and Offline - Differences in output and processing of Qualitative Online and...; 2009; Knorr, H., Krischke-Ramaswamy, M.
- Informal Learning in Virtual Communities. Individual Practice between Information Retrieval, Observation...; 2009; Kahnwald, N.
- Self-Efficacy Of Online Health Seekers; 2009; Stetina, B. U., Schramel, C., Lehenbauer, M., Schawill, W., Kryspin-Exner, I.
- Investigating the High Hurdle Technique; 2009; Frauendorfer, D., Reips, U. -D.
- Volumetric Forecast based on Online Access Panels; 2009; Rodenhausen, T., Drewes, F.
- How representative are sentiments expressed in social media for the marketing target audience? A comparison...; 2009; Jarchow, C., Thomas, J.
- SNB - Social Network Barometer; 2009; Drosdow, M., Geißler, H.
- Online Reputation Systems: The Effects of Feedback Comments and Reactions on Building and Rebuilding...; 2009; Utz, S., Matzat, U., Snijders, C.
- Using Interactive Features to Motivate and Probe Responses to Open-Ended Questions; 2009; Christian, L. M., Oudejans, M.
- Payments via Paypal as an Incentive in Online Panels; 2009; Goeritz, A., Wolff, H.-G., Goldstein, D. G.
- Advertising Effects of Online Video Ads; 2009; Wolf, M., Schönfeldt, J.
- The impact of privacy concerns on data collection; 2009; Reips, U. -D., Joinson, A. N., Buchanan, T., Schofield Paine, C.
- Online election forecasts; 2009; Faas, T., Geißler, H.
- Propensity Score Adjustment for Web Survey of Voting Behavior: A Case in Japan; 2009; Kobayashi, T.
- Why Do I Use the Social Web?” Exploring the Motives of Active and Passive Users via Focus Groups...; 2009; Jers, C., Taddicken, M., Schenk, M.
- Diffusion of Mobile Services Adoption in Taiwan; 2009; Doong, H.-S., Wang, H.-C.
- Verbal Vs Visual Response Options: Reconciling Meanings Conveyed by a Computer Aided Visual Rating Scale...; 2009; Garland, P., Cape, P.
- Strategies for Increasing Response Rates in Web Surveys and their Differential Effects on Sample Composition...; 2009; Haas, I., Bosnjak, M., Bandilla, W., P., Galesic, M.Couper, M. P.
- Increasing response rates in list based samples; 2009; Keusch, F., Kurz, H., Penzkofer, P.
- GPCP: A German Version of the Scale for Online Privacy Concern and Protection for Use on the Internet...; 2009; Oostlander, J., Reips, U. -D., Buchanan, T.
- Resolving the Privacy Paradox? - How Privacy Concerns, Strategic Self-presentation, and Norms Influence...; 2009; Utz, S.
- AGOF internet facts – increasing the response rate for onsite-surveys; 2009; Förstel, H.
- Implementation of a reaction time tool for brand measurement at Swisscom; 2009; Paar, I., Urbahn, J.
- It’s all about customer satisfaction - Advantages and limitations of online surveys in applied...; 2009; Einhorn, M., Klein-Reesink, T., Löffler, M.
- Potential Of The Mobile Internet - What You Ask Is What You Get; 2009; Neubarth, W., Maier, U., Geißlitz, A.