What Are the Best Tips for Internet Research?

Online research methods (ORMs) are the methods by which researchers collect data over the Internet. Online research methods are also known as Internet research methods, Internet science methods or iScience.

Online research

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Online research methods (ORMs) are the methods by which researchers collect data over the Internet. Online research methods are also known as Internet research methods, Internet science methods or iScience.

Concept: Online research methods (ORMs) are the methods by which researchers collect data over the Internet. Online research methods are also known as Internet research methods, Internet science methods or iScience. Many of these online research methods are related to existing research methods, except for reinventing and reimagining them based on new technologies and conditions related to the Internet. The field is relatively new and changing. As social media has grown, a new level of complexity and opportunity has been created. Included social media research can provide unique insights for consumers and the social realm, and get an "emotional" measure of interest.

Some specific types of online research methods include:

Network blog

2. Online Group Discussion

3. Online interview

4. Online survey

5. Network Experiment

6. Online clinical trials

7. Technology used in online research methods

Some people say that the emergence of the Internet is another major invention since man invented the steam engine. This is not an exaggeration. It has completely changed the way people live, work and even think. The use of traditional mail and fax has been greatly reduced. Online games and online chat have become the most fashionable leisure methods for the younger generation. Its tentacles reach all walks of life. Our market research industry also uses the Internet to shorten the distance between the time and space of respondents by using the Internet to improve work efficiency and reduce operating costs. This is what we call online research.

It is a method of collecting data based on the Internet. Respondents add questionnaires online, and the answers are stored in a database for analysis. Foreign countries began their initial attempts at online research as early as the mid-1990s. Until about 2001, with the rapid popularization of the Internet, they were gradually adopted by large multinational companies and became one of the main survey methods. According to statistics, the percentage of ACNielsen's use of online surveys is 10% -30% (contained in ACNilesen's quarterly briefing), and it has even reached 50% in some regions with high Internet penetration. According to Cambiar Management Consulting, online research turnover in 2008 will reach $ 4 billion. Why do foreign companies attach so much importance to online research? So optimistic about its prospects? From the following analysis of the advantages and disadvantages of online research, you may be able to get some inspiration.

From the above table, it can be seen that online research can mobilize the visual and auditory of the respondents to flexibly and vividly display the content of the questionnaire in a multimedia form, so that the respondents can have a more comprehensive and in-depth understanding of the concept and products of the survey and improve their understanding of the questionnaire. Interests can help to give objective and true answers; at the same time, complex logical jumps and statistical models can be easily implemented in the questionnaire, so that researchers do not need to be stretched due to restrictions on access methods when designing the questionnaire; The time and cost of training interviewers, supervision and inspection, printing questionnaires, data entry and data verification, complex quotas can be effectively controlled through procedures, and it is especially suitable for projects with large sample requirements nationwide.

Disadvantages: Of course, online research is not perfect, it also has disadvantages and needs to be further improved. The author summarizes it as follows:

Lack of the ability to verify the identity of respondents, online respondents may misreport gender and age.

Some professional interviewees ("huihui") can easily identify the questions and quickly complete the questionnaire.

If the respondent does not understand the question, he cannot give a timely answer like face interview or telephone interview

If the respondent's answer is not clear or the question cannot be corrected in time

The online sample database cannot fully represent China's demographics. For example, online surveys of people over 45 are almost impossible.

In view of the above deficiencies, AIP has taken effective measures in technology and operation to avoid the above situations to the greatest extent. For example, a program can be used to effectively verify the authenticity of the ID number to determine whether it is the same as the place where the answer is made, and the birthday is the same; or to limit the IP and track the time to fill out the questionnaire to identify "worms".

I believe that through the above brief introduction you have a basic understanding of online research, but many people will still wonder about its feasibility in China. The annual industry survey jointly conducted by AIP China and the association shows that domestic companies still have many questions about the use of online surveys. Please refer to the following chart:

Concentrated on the following two points:

The quality of online samples cannot be guaranteed.

The limitations of online surveys are too great.

The best way to answer the above questions is to do a test yourself. AIP China recently successfully completed a parallel test with one of the largest foreign specialized survey companies, that is, the same set of questionnaires is used online and traditional survey methods. Collect data in parallel and compare the results of the study.

Survey city: Shanghai Sample size: 450 Content: Concept test of a famous cosmetics brand

conclusion as below:

Online respondents have higher education, income, and job positions than traditional respondents.

They are more inclined to marry late and give birth later, leaving themselves more time to work hard in the workplace.

The first mention of the brand is basically the same.

Unrecognized brand awareness, online survey data is slightly higher, and more small brands are mentioned. Mainly because online respondents have more time to think and think back.

Product use experience is basically the same.

On the score of brand characteristics, online surveys are generally slightly higher than traditional survey methods.

The test results show that the results of the online and traditional survey methods are basically the same, the data collection time is greatly reduced, the project execution cost is maximized and the client is very satisfied with the results of the online survey.

According to AIP's successful implementation of online projects over the years, the selection of sample suppliers must be prudent, not just to be cheap. You should choose companies that have long-term cooperative relationships with foreign companies and stable customer groups. I believe that they have guaranteed experience and quality. At the same time, an excellent online questionnaire production software can help you overcome the limitations of the Internet to the greatest extent. Expand the scope of online research. The author believes that the following areas are more suitable for online research:

FMCG

Digital products

Customer satisfaction survey

Employee satisfaction survey

Advertising test

Concept test

Finally, the author believes that with the sharp rise of Internet users in China, it provides a solid survey basis for online research in China, makes online samples more representative, can conduct a wider range of surveys, and deepens the understanding of online research by research companies. The spring of online research is coming.