{"id":12043,"date":"2016-01-31T21:37:47","date_gmt":"2016-01-31T21:37:47","guid":{"rendered":"https:\/\/www.sisinternational.com\/online-market-research\/"},"modified":"2026-01-25T19:27:52","modified_gmt":"2026-01-26T00:27:52","slug":"investigacion-de-mercado-en-linea","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/es\/investigacion-de-mercado-en-linea\/","title":{"rendered":"\u00bfQu\u00e9 es la investigaci\u00f3n de mercado en l\u00ednea?"},"content":{"rendered":"

\u00bfQu\u00e9 es la investigaci\u00f3n de mercado en l\u00ednea?<\/h1>\n\n\n\n

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\"Investigaci\u00f3n<\/figure>\n\n\n\n

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La Investigaci\u00f3n de Mercados Online es un m\u00e9todo de investigaci\u00f3n en el que el proceso de recogida de datos se realiza a trav\u00e9s de Internet.<\/p>\n\n\n\n

Online Market Research can be either Qualitative or Quantitative.  Qualitative Online Tools include Video Ethnography and Market Research Online Communities (MROCs).  Quantitative Online Methods include mobile and app surveys.<\/p>\n\n\n\n

This research can evaluate the performance of a product or service and may allow companies to glean insight into consumer purchasing behavior. With the rising use of the Internet, online investigaci\u00f3n<\/a> has become a popular tool among market research firms.<\/p>\n\n\n\n

La investigaci\u00f3n en l\u00ednea puede proporcionar informaci\u00f3n adicional sobre un comprador, como su historial de compras anterior. Los proyectos de investigaci\u00f3n en l\u00ednea pueden ser realizados por la propia empresa o por una empresa de investigaci\u00f3n contratada.<\/p>\n\n\n\n

Crecimiento en la investigaci\u00f3n de mercado en l\u00ednea<\/h2>\n\n\n\n

In recent years, there has been a substantial increase in the number of recorded household Internet users, making online shopping more popular.\u00a0 As businesses have become more global and virtual, their target audience has expanded well beyond any specific geographical location.\u00a0 A company can conduct an online survey in which it selects is respondents from all over the world in a less costly manner than it would with mail, telephone, or in-person interviews.<\/p>\n\n\n\n

Online retail and transactions have become more popular in recent years. In countries like the U.S., where the internet is readily available to almost every household, online retail spending is expected to increase. As consumers increase their participation in online shopping, it may become more convenient for retailers to maintain a database of their consumers\u2019 purchasing history.  Companies can effectively utilize this data throughout the course of their online research.<\/p>\n\n\n\n

Advantages of Online Market Research<\/h2>\n\n\n\n

Conducting online research can be a complex procedure and may require considerable expertise on the part of researchers in obtaining accurate data.  It may be challenging to recruit participants in online research for several reasons.  Recipients may be reluctant to participate in online research because they may be afraid that the privacy and confidentiality of their personal information may be violated.  Since the identity of the researcher cannot be verified completely, people may find it difficult to trust such research methods.  Researchers often present participants with some monetary or non-monetary rewards for their participation.  Participants may be wary of monetary compensation promised online.<\/p>\n\n\n\n

C\u00f3mo realizar una investigaci\u00f3n de mercado en l\u00ednea<\/h2>\n\n\n\n

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\"Investigaci\u00f3n<\/figure>\n\n\n\n

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There are several effective ways to conduct online research. Quantitative research can be conducted via online questionnaires and web-based experiments. Qualitative research can be conducted via online in-depth interviews<\/a>, focus groups, and participant observation, in which a researcher acts as a part of a community to observe behaviors.<\/p>\n\n\n\n

Los cuestionarios y las encuestas en l\u00ednea son algunas de las herramientas de investigaci\u00f3n en l\u00ednea m\u00e1s populares. Es posible que los cuestionarios en l\u00ednea deban dise\u00f1arse cuidadosamente en t\u00e9rminos de formato y extensi\u00f3n.<\/p>\n\n\n\n

\u00bfQu\u00e9 son los paneles en l\u00ednea?<\/h2>\n\n\n\n

Another common practice for online surveys is the use of online panels. An online panel is a group of selected individuals who have agreed to participate in online research projects for a particular company at specific intervals over a period of time. These participants are selected through a screening process according to their demographics, lifestyles, and habits, and are usually rewarded for their efforts by the research company regularly.<\/p>\n\n\n\n

Online panels may allow companies to glean insight into creating long-term relationships with their customers.  These panels may also allow customers to give direct feedback about products and services without the potential reluctance that may occur in face-to-face interactions.  Online panels may also mitigate bias caused by peer pressure to agree on a certain viewpoint, a phenomena that may occur in face-to-face panels.<\/p>\n\n\n\n

Beneficios de la investigaci\u00f3n de mercado en l\u00ednea<\/h2>\n\n\n\n

Online market research<\/a> can be a beneficial tool for companies due to its reach and convenience. Online research tools can be used with relative ease and accuracy for both qualitative and quantitative research.<\/p>\n\n\n\n