什麼是在線市場研究？

線上市場研究是一種透過互聯網進行資料收集過程的研究方法。

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.

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 研究 has become a popular tool among market research firms.

在線研究可以提供有關買家的其他信息，例如她之前的購買歷史。線上研究專案可以由公司本身或聘請的研究公司進行。

線上市場研究的成長

In recent years, there has been a substantial increase in the number of recorded 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.

Advantages of Online Market Research

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.

如何進行線上市場研究

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.

線上問捲和線上民意調查是一些最受歡迎的線上研究工具。線上問卷的格式和長度可能需要仔細設計。

什麼是在線面板？

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.

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.

在線市場研究的好處

Online market research 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.

• 成本優勢
• 速度優勢
• 即時數據收集
• 進階分析
• 高效的全球和多國調查管理

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