A Hybrid Online and Offline Approach to Market Measurement Studies

Abstract

This paper presents a case study of how GfK NOP is moving one of the UK's major market measurement studies online. In this case study we share our learning and illustrate, with empirical data, the limits and possibilities that panel-based research offers in this most demanding arena for online research. Our conclusion is that, in this instance, it is inappropriate to replace the traditional face-to-face methodology with a wholly online solution, but that, instead, a multi-modal approach that combines face-to-face with online interviewing is the way forward.

Get full access to this article

View all access options for this article.

References

CASRO Panel Conference (2008) Defining and Delivering Quality. Miami, Florida, 5–6 February.

Gunter

Nicholas

Huntington

& Williams

(2002) Online versus offline research: implications for evaluating digital media. Retrieved from http://leeds1.emeraldinsight.com/Insight/viewContentItem.do?contentType=Article&hdAction=lnkhtml&contentId=863959&dType=SUB&history=false. DOI:10.1108/00012530210443339. Accessed 28 November 2008.

Schillewaet

& Meulemeester

(2005) Comparing response distributions of offline and online data collection methods. International Journal of Market Research, 47, 2, pp. 163–178.

van Meurs

Ossenbruggen

& Nekkers

(2007) Do rotten apples spoil the whole barrel? Proceedings of the ESOMAR Panel Research Annual Conference, Orlando, 28–30 October.

Weijters

Schillewaert

& Geuens

(2005) Response styles in marketing research: a means and covariance structures comparison of modes of data-collection. Universiteit Gent working paper, retrieved from www.feb.ugent.be/fac/research/WP/Papers/wp_05_349.pdf. Accessed 7 July 2008.