Web Survey Bibliography
Title Translucent is the mind of the web user
Author Britschgi, M.
Year 2005
Access date 29.04.2005
Abstract Psychographic and qualitative segmentation finds its way into Swiss internet research. The "blue mind Strategy Tool for Online Advertising" is the first standardized internet research which includes psychography. Therewith a deficiency of the hitherto mere quantitative research should be removed, which only registers range, visits, page views etc., but owes information about the qualitative characteristics of the users. The aim of the psychographic research is to enable website carriers to offer the same structural data to the advertisers that they are used to by the "Offline-Media". As it is very difficult to compare the values concerning range of a website with the values of a magazine the psychography can serve as a common denominator. So far psychography has not been used in the internet, because questionnaires that are necessary in order to determine psychographic characteristics on the one hand are too long. On the other hand, because of the content of the questions which is value-free (neutral) they have the effect that the respondent does not understand their sense leading finally to a dropout of the online interview. blue mind is the newest development for psychography on the Swiss market. blue mind benefits from the fact that the preference for certain visual incentives (pictures, photos etc. ) are demonstrably related to ideals and values. This awareness is nothing new in empiric market research and statistically provable. 12'000 online interviews and 2'000 offline interviews with up to 30 pictures correlated to many questions concerning attitude have been realized. Meanwhile by means of 16 pictures different patterns of values and attitudes showing great variety (consumption, leisure time, media, advertising) can be determined. The blue mind psychography has proved itself in the application of online and offline studies. Software is provided for visualising the data. The blue mind - questionnaire is placed at the disposal of any interested party (institutes etc.), not depending on whether the study is realized with blue eyes marketing or not. Only the editing of the data has to be realized coercively by blue eyes marketing. This marketing model (release of the items to anyone interested) is unique in Switzerland.
Abstract - optional Gläsern ist die Psyche des WebusersNeue Internetforschung von blue eyes marketing sorgt für mehr Transparenz für WerbetreibendeDie psychografische und qualitative Segmentierung hält Einzug in die schweizerische Internetforschung. Das "blue mind Strategie Tool für Online Werbung" ist die erste standardisierte Internetforschung, welche auch die Psychografie mit einbezieht.Damit soll ein Mangel der bisherigen rein quantitativen Forschung bereinigt werden, die lediglich Reichweiten, Visits, Page Views etc. erfasst, aber Aussagen über qualitative Merkmale der User schuldig bleibt.Ziel der psychografischen Forschung soll es sein, dass die Website-Betreiber den Werbetreibenden die gleichen Strukturdaten liefern können wie sie es von den "Offline"-Medien gewohnt sind. Da es sehr schwer ist, die Reichweiten-Werte einer Website mit den Werten einer Zeitschrift zu vergleichen, kann die Psychografie als gemeinsamer Nenner dienen.Die Psychografie wurde im Internet bisher nicht eingesetzt, weil die Fragebatterien, welche zur Bestimmung der psychografischen Merkmale nötig sind, einerseits zu lang sind und anderseits durch die wertfreien (neutralen) Frageinhalte der Befragte den Sinn der Fragen nicht versteht und dadurch das Online-Interview abbricht. blue mind ist die neuste Entwicklung auf dem Schweizermarkt für Psychografie. blue mind macht sich die Tatsache zu Nutzen, dass die Präferenz für gewisse visuelle Anreize (Bilder, Fotos etc.) beweisbar mit den Wertvorstellungen zusammenhängt. Diese Erkenntnis ist in der empirischen Marktforschung absolut nicht neu und ist statistisch belegbar. Für den blue mind Test wurden 12'000 Interviews online und 2'000 Interviews offline mit bis zu 30 Bildern und vielen Einstellungsfragen zur Korrelation durchgeführt. Mittlerweile lassen sich mit 16 Bildern Werthaltungsmuster ermitteln, die im Verhalten (Konsum, Freizeit, Medien, Werbung) stark differenzieren.Die blue mind Psychgrafie hat sich im Einsatz von online und offline Studien bewährt. Zur Visualisierung der Daten wird eine Software mitgeliefert. Die blue mind - Fragebatterie wird allen Interessierten zur Verfügung gestellt (Institute etc.), unabhängig davon, ob die Studie mit blue eyes marketing durchgeführt wird oder nicht. Einzig die Aufbereitung der Daten erfolgt zwingend bei blue eyes marketing. Dieses Marketingmodel (Freigabe der Items für alle Interessierten) ist in der Schweiz einzigartig.
Access/Direct link Homepage - conference (abstract)
Year of publication2005
Bibliographic typeConference proceedings
Web survey bibliography - 2005 (76)
- The ethics of research using electronic mail discussion groups; 2005; Kralik, D., Warren, J., Koch, T., Pignone, G., Price, K.
- The Analyses of Domestic Study about Internet Survey; 2005; Rui, L., Tie-ying, S.
- Controlling the Baseline Speed of Respondents: An Empirical Evaluation of Data Treatment Methods of...; 2005; Mayerl, J.
- Determinanten der Rücklaufquote in Online-Panels; 2005; Batanic, B., Moser, K.
- On the cost-efficiency of probability sampling based mail surveys with a Web response option; 2005; Werner, P.
- Expert workshop on mixed mode data collection in comparative social surveys; 2005; Roberts, C.
- The Effect Of A Simultaneous Mixed-Mode (Mail And Web) Survey On Respondent Characteristics And Survey...; 2005; Brennan, M.
- The total survey error approach. A guide to the new science of survey research; 2005; Weisberg, H. F.
- The professional respondent problem in online panel surveys today; 2005; Fulgoni, G.
- Satisficing behavior in online panelists; 2005; Downes-Le Guin, T.
- Reading behavior in the digital environment: Changes in reading behavior over the past ten years; 2005; Liu, Z.
- Rating versus comparative trade-off measures. Trending changes in political issues across time and predictive...; 2005; Thomas, R. K., Behnke, S., Johnson, Al., Sanders, M.
- Publication bias: Recognizing the problem, understanding its origins and scope, and preventing harm; 2005; Dickersin, K.
- Panel proliferation and quality concerns; 2005; Faasse, J.
- Gricean effects in self-administered survey. Ph.D. Dissertation; 2005; Yan, T.
- Drop-down boxes, radio buttons, or fill-in-the-blank? Web survey scale-type effects; 2005
- Does weighting for nonresponse increase the variance of survey means?; 2005; Little, R. J., Vartivarian, S.
- Big scale observations gathered with the help of client side paradata; 2005; Haraldsen, G., Kleven, O., Sundvoll, A.
- User Interface Design and Evaluation ; 2005; Stone, D., Jarrett, C., Woodroffe, M., Minocha, S.
- Adding Value to Data Through Improved Access. The Case for Web Portals; 2005; Baker, R. P.
- Multi-Mode Research and Data Linkage. Theoretical and Practical Advice; 2005; Terhanian, G.
- Architectural Design of a Survey Questionnaire and Respondent Data Repository. Practical Considerations...; 2005; Cookson, P., Sobell, J.
- Developing and validating a nursing website evaluation questionnaire; 2005; Tsai, S. - L., Chai, S.-K.
- Workaround: Site’s surveys beat pop-up blockers, yield responses; 2005; Arnold, C.
- The Story of Subject Naught: A Cautionary but Optimistic Tale of Internet Survey Research; 2005; Konstan, J. A., Ross, M. W., Rosser, B. R. S., Stanton, J. M., Edwards, W. M.
- Standards in Online Surveys. Sources for Professional Codes of Conduct, Ethical Guidelines and Quality...; 2005; Kaczmirek, L., Schulze, N.
- Computer adaptive testing; 2005; Gershon, R. C.
- Ego control and ego-resiliency: Generalization of self-report scales based on personality descriptions...; 2005; Block, J., Funder, D. C., Letzring, T. D.
- The Web experiment list: A Web service for the recruitment of participants and archiving of Internet...; 2005; Reips, U. -D., Lengler, R.
- Survey of substance use among high school students in Taipei: Web-based questionnaire versus paper-and...; 2005; Wang, Y. C., Lee, C. M., Lew-Ting, C. Y., Hsiao, C. K., Chen, W. J.
- Web Surveys. A Brief Guide on Usability and Implementation Issues; 2005; Kaczmirek, L.
- An assessment of measurement invariance between online and mail surveys ; 2005; Deutskens, E., de Ruyter, K., Wetzels, M.
- E-mail versus Web survey response rates among health education professionals; 2005; Kittleson, M. J., Brown, S. L.
- Toward An Open-Source Methodology: What We Can Learn From The Blogosphere; 2005; M.
- Aux Abonnes Absents: Liste Rouge Et Telephone Portable Dans Les Enquetes En Population Generale Sur...; 2005; Beck, F., ., Peretti-Watel, P.
- Web Versus Paper Questionnares: A Design and Functionality - Comparison; 2005; Jones, Ja., Fraser, C., Dowling, Z.
- Web Surveys and the new Disability Discrimination Act; 2005; Macer, T.
- Mixed-mode Surveys Using Mail and Web Questionnaires; 2005; Meckel, M., Baugh, P., Walters, D.
- Sampling procedure, questionnaire design, online implementation; 2005; Jackob, N., Arens, J., Zerback, T., Jowell, R., de Rouvray, C.
- Simple Approaches to Estimating the Variance of the Propensity Score Weighted Estimator Applied on Volunteer...; 2005; Isaksson, A., Lee, S., de Rouvray, C.
- Simple Approaches to Estimating the Variance of the Propensity Score Weighted Estimator Applied on Volunteer...; 2005; Isaksson, A., Lee, S.
- Alternative Modes for Health Surveillance Surveys: An Experiment with Web, Mail, and Telephone; 2005; Link, M. W., Mokdad, A.
- An Experimental Comparison Of Web And Telephone Surveys; 2005; Fricker, S., Galesic, M., Tourangeau, R., Yan, T.
- Organizational Virtual Communities: Exploring Motivations Behind Online Panel Participation; 2005; Daugherty, T., Lee, W.-N., Gangadharbatla, H., Kim, K., Outhavong, S.
- Promoting Uniform Question Understanding in Today's and Tomorrow's Surveys; 2005; Conrad, F. G., Schober, M. F.
- Is a Web survey as effective as a mail survey? A field experiment among computer users; 2005; Kiernan, N. E., Kiernan, M., Oyler, M. A., Gilles, C.
- The effect of personalization on response rates and data quality in web surveys; 2005; Heerwegh, D., Vanhove, T., Matthijs, K., Loosveldt, G.
- When Methodology Interferes With Substance; 2005; Schoen, H., Faas, T.
- Web-based and Mailed Questionnaires: A Comparison of Response Rates and Compliance; 2005; Baelter, K., Balter, O., Fondell, E., Trolle-Lagerros, Y.
- Bleeding Edge or Proven Technology? The Fact and the Fiction of Mobile Survey Computing; 2005; Cameron, M. R.