General Online Research 2011

March 14-16, 2011, Heinrich-Heine University of Düsseldorf


Conference Agenda

Overview and details of the sessions of this conference. Please select a date or room to show only sessions at that day or location. Please select a single session for detailed view (with abstracts and downloads if available).

Session Overview

R1: Roundtable: Qualitative Online Research - Status quo and quality criteria

Time: Wednesday, 16/Mar/2011: 10:30am - 11:30am


Qualitative Online Research - Status quo and quality criteria

Lisa Neundorfer1, Otto Hellwig2, Ilka Kuhagen3, Gerhard Keim4, Frank Lüttschwager5, Andreas Woppmann6

1IFAK Institute; 2Respondi; 3IKM München; 4GIM Gesellschaft für Innovative Marktforschung; 5Ears & Eyes; 6MAM Babyartikel

The qualitative online research has not yet established as a field of research. However, it shows a dynamic development and projects, presented on conferences, bear witness of an eagerness to experiment. Manifold communication tools of the web 2.0 are utilised to explore opinions and analyse attitudes online. Research carried out online does not only take place in closed chat rooms and forums moderated by qualitative experts. Communication with consumers does also happen directly between companies and their target groups via online communities. Netnographer scour newsgroups and blogs in their hunt for “consumer insights”, and market research institutes develop (or work with) MROC’s, with which selected, more creative respondents are involved more directly and on a long-term basis into the development process of new products by initiating “co-creation”-sessions.

In which cases is it de facto qualitative market research – just based online? Where are the transitions to marketing? Which challenges derive for qualitative market research? Do we need online-specific characteristics and quality criteria to prove the quality of qualitative online research?

The round table is planned to enable an open discussion between invited experts for qualitative online research and interested participants of the GOR, and will be moderated by Lisa Neundorfer. After a short introduction into the topic with hypotheses and derived questions (5 min), every invited expert issues his or her statement (max. 3-5min). Afterwards the topic and upcoming questions will be up for a mutual discussion between all participants of the session.


Lisa Neundorfer, IFAK Institut


Otto Hellwig, RESPONDI

Ilka Kuhagen, IKM München

Dr. Gerhard Keim , GIM Gesellschaft für Innovative Marktforschung

Frank Lüttschwager, Ears & Eyes

Andreas Woppmann, MAM Babyartikel

Imprint · Contact Address:
Conference: GOR 2011
Conference Software - ConfTool Pro 2.6.17
© 2001 - 2010 by H. Weinreich, Hamburg, Germany