什么是在线市场研究？

在线市场研究是一种通过互联网进行数据收集过程的研究方法。

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.

此类研究可以评估产品或服务的表现，并可让公司深入了解消费者的购买行为。随着互联网使用率的提高，在线研究已成为市场研究公司中流行的工具。

在线研究可以提供有关买家的更多信息，例如她之前的购买历史。在线研究项目可以由公司自己进行，也可以由受雇的研究公司进行。

在线市场研究的增长

In recent years, there has been a substantial increase in the recorded number of household Internet users, making online shopping more popular. As businesses have become more global and virtual, their target audience has expanded well beyond any specific geographical location. 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.

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’ purchasing history. Companies can effectively utilize this data throughout the course of their online research.

在线市场研究的优势

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.

如何进行在线市场调研

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, focus groups, and participant observation, in which a researcher acts as a part of a community to observe behaviors.

在线问卷和在线调查是最受欢迎的在线研究工具之一。在线问卷的格式和长度可能需要精心设计。

什么是在线面板？

在线调查的另一种常见做法是使用在线小组。在线小组是一组选定的个人，他们同意在一段时间内以特定间隔参与特定公司的在线研究项目。这些参与者是根据他们的人口统计、生活方式和习惯通过筛选过程选出的，研究公司通常会定期奖励他们的努力。

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.

在线市场研究的好处

在线市场研究因其广泛性和便利性而成为公司的一个有益工具。在线研究工具可以相对轻松和准确地用于定性和定量研究。

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关于 SIS 国际

SIS 国际提供定量、定性和战略研究。我们提供决策所需的数据、工具、战略、报告和见解。我们还进行访谈、调查、焦点小组和其他市场研究方法和途径。联系我们为您的下一个市场研究项目提供帮助。