Keyword: Online Survey, Questionnaire, Marketing Research, Social Networks
the Internet has seen the formation of virtual communities, groups formed with a particular interest that exchange information with the sole purpose of increasing knowledge or deliberately disseminate ideas. The Internet is synonymous with interconnectivity, rapid access to information, and absorbing ideas.
2. BASIC CONCEPTS
2.1 Online Survey
the questionnaire used in a survey can be defined as "a set of questions on a topic that does not test the ability of the respondent, but measures their views, their interests, personality traits and biographical information
To develop an effective questionnaire, the researcher must (1) select the medium in which the questionnaire will get to the interviewee and (2) conduct an analysis of the arrangement and presentation of questions to which the interviewee must focus in order to address the issues presented.
If the questionnaire is an online electronic form, it should be available on the Internet for the respondent to complete and the form should meet the minimum requirements for validation. An online questionnaire should also enable the possibility to include multiple or simple choice questions, fields for comments, the inclusion of multimedia (image and video), and provide integration with social networks.
Finally, the population sample size should also be considered because it is impossible to develop and administer a survey to an entire population for financial and time reasons. Thus, via statistical methods, the researcher must calculate the minimum number of respondents that are necessary for the survey in order to determine the required sample size. Additionally, the researcher should also calculate the response rate, which is the ratio between
the Internet has seen the formation of virtual communities, groups formed with a particular interest that exchange information with the sole purpose of increasing knowledge or deliberately disseminate ideas. The Internet is synonymous with interconnectivity, rapid access to information, and absorbing ideas.
2. BASIC CONCEPTS
2.1 Online Survey
the questionnaire used in a survey can be defined as "a set of questions on a topic that does not test the ability of the respondent, but measures their views, their interests, personality traits and biographical information
To develop an effective questionnaire, the researcher must (1) select the medium in which the questionnaire will get to the interviewee and (2) conduct an analysis of the arrangement and presentation of questions to which the interviewee must focus in order to address the issues presented.
If the questionnaire is an online electronic form, it should be available on the Internet for the respondent to complete and the form should meet the minimum requirements for validation. An online questionnaire should also enable the possibility to include multiple or simple choice questions, fields for comments, the inclusion of multimedia (image and video), and provide integration with social networks.
Finally, the population sample size should also be considered because it is impossible to develop and administer a survey to an entire population for financial and time reasons. Thus, via statistical methods, the researcher must calculate the minimum number of respondents that are necessary for the survey in order to determine the required sample size. Additionally, the researcher should also calculate the response rate, which is the ratio between
2.2 Marketing Research
The analysis of consumer behavior and habits reflect the existing market and vice versa. Of note, cultural and social influences are decisive factors in consumer behaviors.
Marketing research helps lean about consumers’ knowledge of a particular product or service and evaluates the points of appreciation and depreciation exposed by the consumer. In this type of analysis, researchers can decide which guidelines are appropriate to follow concerning a specific product or service.
Some questions that are often addressed in marketing research (e.g., Churchill13) include:
o Pricing: What price should be charged in relation to other
products?
o Local: Where and to whom should the products be sold?
Promotion: How much should be spent on promotions? What type of media should be used (newspaper, radio, television, magazines)?
Control: Are customers satisfied with the company’s products? How many people know the company’s name? What is reputation of the company’s brand
Two methods of marketing research are implemented in conducting online surveys: Qualitative and Quantitative.
Qualitative research investigates the characteristics of the market via exploratory contexts of decision making. This type of research is exploratory and more subjective, which encourages respondents to think more freely about a subject.
Quantitative research measures and quantifies the market data objectively and might refer to size, quota, or the rate of market growth.
- Planning: What type people buy our products, where do they live?
- Problem resolution:
o Pricing: What price should be charged in relation to other
products?
o Local: Where and to whom should the products be sold?
Promotion: How much should be spent on promotions? What type of media should be used (newspaper, radio, television, magazines)?
Control: Are customers satisfied with the company’s products? How many people know the company’s name? What is reputation of the company’s brand
Two methods of marketing research are implemented in conducting online surveys: Qualitative and Quantitative.
Qualitative research investigates the characteristics of the market via exploratory contexts of decision making. This type of research is exploratory and more subjective, which encourages respondents to think more freely about a subject.
Quantitative research measures and quantifies the market data objectively and might refer to size, quota, or the rate of market growth.
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