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