Online Market Research Research Articles

Online market research panel members as controls in case-control studies to investigate gastrointestinal disease outbreaks: early experiences and lessons learnt from the UK - ERRATUM.

Online market research panel members as controls in case-control studies to investigate gastrointestinal disease outbreaks: early experiences and lessons learnt from the UK - ERRATUM.

Online market research panel members as controls in case-control studies to investigate gastrointestinal disease outbreaks: early experiences and lessons learnt from the UK.

Established methods of recruiting population controls for case-control studies to investigate gastrointestinal disease outbreaks can be time consuming, resulting in delays in identifying the source or vehicle of infection. After an initial evaluation of using online market research panel members as controls in a case-control study to investigate a Salmonella outbreak in 2013, this method was applied in four further studies in the UK between 2014 and 2016. We used data from all five studies and interviews with members of each outbreak control team and market research panel provider to review operational issues, evaluate risk of bias in this approach and consider methods to reduce confounding and bias. The investigators of each outbreak reported likely time and cost savings from using market research controls. There were systematic differences between case and control groups in some studies but no evidence that conclusions on the likely source or vehicle of infection were incorrect. Potential selection biases introduced by using this sampling frame and the low response rate are unclear. Methods that might reduce confounding and some bias should be balanced with concerns for overmatching. Further evaluation of this approach using comparisons with traditional methods and population-based exposure survey data is recommended.

"I have nine specialists. They need to swap notes!" Australian patients' perspectives of medication-related problems following discharge from hospital.

BackgroundResearch has shown that patients are most susceptible to medication‐related problems (MRPs) when transitioning from hospital to home. Currently, the literature in this area focuses on interventions, which are mainly orientated around the perspective of the health‐care professional and do not take into account patient perspectives and experiences.ObjectiveTo capture the experiences and perceptions of Australian patients regarding MRPs following discharge from hospital.DesignA cross‐sectional study was conducted using a questionnaire collecting quantitative and qualitative data. Thematic analysis was conducted of the qualitative data.Setting and participantsSurvey participants were recruited through The Digital Edge, an online market research company. Five hundred and six participants completed the survey.ResultsA total of 174 participants self‐reported MRPs. Two concepts and seven subthemes emerged from the analysis. The first concept was types of MRPs and patient experiences. Three themes were identified: unwanted effects from medicines, confusion about medicines and unrecognized medicines. The second concept was patient engagement in medication management, of which four themes emerged: informing patients, patient engagement, communication amongst health‐care professionals and conflicting advice.Discussion and conclusionThis study provides an important insight into patients’ experiences and perceptions of MRPs following discharge from hospital. Future direction for practice and research should look into implementing patient‐centred care at the time of hospital discharge to ensure the provision of clear and consistent information, and developing ways to support and empower patients to ensure a smooth transition post‐discharge from hospital.

The impact of social marketing campaigns on reducing mental health stigma: Results from the 2009–2014 Time to Change programme

BackgroundIn England, during 2009–2014 the ‘Time to Change’ anti-stigma programme has included a social marketing campaign (SMC) using mass media channels, social media and social contact events but the efficacy of such approach has not been evaluated yet. MethodsThe target population included people aged between mid-twenties/mid-forties, from middle-income groups. Participants were recruited through an online market research panel, before and after each burst of the campaign (with a mean number of unique participants per each burst: 956.9±170.2). Participants completed an online questionnaire evaluating knowledge [Mental Health Knowledge Schedule (MAKS)]; attitudes [Community Attitudes toward Mental Illness (CAMI)]; and behaviours [Reported and Intended Behaviour Scale (RIBS)]. Socio-demographic data and level of awareness of the SMC were also collected. ResultsA total of 10,526 people were interviewed. An increasing usage of the SMC-media channels as well as of the level of awareness of SMC was found (P<0.001). Being aware of the SMC was found to be associated with higher score at MAKS (OR=0.95, CI=0.68 to 1.21; P<0.001), at ‘tolerance and support’ CAMI subscale (OR=0.12, CI=0.09 to 0.16; P<0.001), and at RIBS (OR=0.71, CI=0.51 to 0.92; P<0.001), controlling for confounders. ConclusionThe SMC represents an important way to effectively reduce stigma. Taking into account these positive findings, further population-based campaigns using social media may represent an effective strategy to challenge stigma.

PC, phone or tablet? Use, preference and completion rates for web surveys

This study investigates whether it is the case that representativity is undermined if personal computer, tablet and smartphone respondents differ in socio-demographic characteristics and display different survey completion rates. Online market research is struggling with sample representativity. The analysis of more than ten million survey invitations, as well as stated device preference information, suggests that web survey respondents who are members of online panels still mostly use their personal computers, but do express increasing interest in using smartphones and tablets. Survey completion rates do vary across devices, and device use is significantly associated with socio-demographic characteristics and length of membership on a panel. Therefore, researchers must not limit respondents to use a specific device for completing a survey as this may compromise the quality of the survey completion experience, increase non-response error and negatively affect representativity.

Empirical Investigation of a Model of Sexual Minority Specific and General Risk Factors for Intimate Partner Violence among Lesbian Women.

This study proposed and tested the first conceptual model of sexual minority specific (discrimination, internalized homophobia) and more general risk factors (perpetrator and partner alcohol use, anger, relationship satisfaction) for intimate partner violence among partnered lesbian women. Self-identified lesbian women (N=1048) were recruited from online market research panels. Participants completed an online survey that included measures of minority stress, anger, alcohol use and alcohol-related problems, relationship satisfaction, psychological aggression, and physical violence. The model demonstrated good fit and significant links from sexual minority discrimination to internalized homophobia and anger, from internalized homophobia to anger and alcohol problems, and from alcohol problems to intimate partner violence. Partner alcohol use predicted partner physical violence. Relationship dissatisfaction was associated with physical violence via psychological aggression. Physical violence was bidirectional. Minority stress, anger, alcohol use and alcohol-related problems play an important role in perpetration of psychological aggression and physical violence in lesbian women's intimate partner relationships. The results of this study provide evidence of potentially modifiable sexual minority specific and more general risk factors for lesbian women's partner violence.

Trends and Future Directions in Online Marketing Research

ABSTRACTOver the last decade, the increased adoption of the Internet in public life as well as in developing businesses has led to a phenomenal rise in academic research on online marketing. This article is set to extensively review scholarly articles appearing from 2000 to 2014 on the topic from 10 top-tier academic journals to understand the research trends in the domain. A literature review has reported eight major subjective categories with an analysis of online marketing effectiveness framework. This review found three most significant subject categories: (1) online marketing issues; (2) Internet usage, perception, and attitude; and (3) online shopping and e-commerce. Additionally, some new online marketing research topics such as word-of-mouth, user-generated content, and social network are also highlighted. Finally, a selection of research topics that got the maximum attention of researchers is presented along with discussion of the future research directions in the online marketing space.

Consumer perspectives of medication-related problems following discharge from hospital in Australia: a quantitative study.

The aim of this study was to investigate the consumer's perspectives and experiences regarding medication related problems (MRPs) following discharge from hospital. A cross-sectional study was conducted using an online 80-question survey. Survey participants were recruited through an online market research company. Five hundred and six participants completed the survey. Participants were included if they were aged 50 years or older, taking 5 or more prescription medicines, had been admitted to hospital with a minimum stay of 24 h, admitted to hospital within the last 4 months and discharged from hospital within the last 1 month. The survey comprised questions measuring: health literacy, health status, medication safety (measured by reported MRPs), missed dose(s), role of health professionals, health services and cost, and socio-demographic status. Descriptive and univariate statistics and logistic regression analysis was performed to examine the predictors of experiencing MRPs. Four main risk factors of MRPs emerged as significant: health literacy (P < 0.05), health status (P < 0.05), consumer engagement (P < 0.05) and cost of medicines (P = 0.001). Participants reporting a lack of perceived control over their medicines (OR 6.3; 95% CI: 3.4-11.8) or those who played less of a role in follow-up discussions with their healthcare professionals (OR 7.6; 95% CI: 1.3-45.7) were more likely to experience a self-reported MRP. This study provides insight into consumers' experiences and perceptions of self-reported MRPs following hospital discharge. Results highlight novel findings demonstrating the importance of consumer engagement in developing processes to ensure medication safety on patient discharge.

Effects of Shopping Orientation, Marketing Stimulus and Perceived Risk on E-impulse Buying of Shoes Markets

Consumers tend to perceive the shoes as just their footwear to protect and comfort foot and fashion products to decorate and express their self-images. Even though online market research analysis indicated shoes consumption is important in daily life of consumers, there is limited research that was conducted specifically on shoes e-market. The research investigates the process of shoes’ e-impulse buying focusing on the effects of shopping orientation, marketing stimulus and consumers’ perceived risk in shoes market at Internet. A total of 408 self-administered questionnaires were obtained from universities students, who had experienced the e-impulse buying of shoes at least once for the last six months. Results confirmed that consumers who had higher hedonic shopping orientation or brand shopping orientation were more likely to consider the marketing stimuli (e.g., promotion stimuli and product stimuli), whereas consumers who had higher economic shopping orientation were consider the lower marketing stimuli and the more perceived functional risk in the e-shopping context of shoes. For shoes, marketing stimulus had directly positive effects on e-impulse buying, while consumers’ perceived risk had no significant effects on e-impulse buying. The findings suggest that the market stimulus, which is affected by consumers’ shopping orientation, is an important factor in triggering e-impulse buying of shoes.

Can Seeding in the Clinic Reach a Wide Audience? A Proof of Concept Study on Spreading a Health Message About Juvenile Idiopathic Arthritis Using a Shareable Online Video.

BackgroundShareable online video offers the potential for spreading a health message across online and real world social networks. Seeding a message in a clinical setting may be advantageous.ObjectiveTo investigate the potential of an online video to spread a health message about juvenile idiopathic arthritis (JIA) when delivered or seeded in a clinical setting and investigate factors that influence sharing behavior.MethodsMultimethod proof of concept study. Concepts for two different styles of video were developed using focus groups and interviews and reviewed by an online market research panel. We compared dissemination of the two videos from two specialist pediatric rheumatology clinics in NHS Hospitals. Participants were 15 patients, family members, and clinical staff with knowledge of JIA at concept stage; 300 market research panel members in development stage; and 38 patients and their parents or guardians in the seeding stage. Newly diagnosed patients with JIA and/or parents or guardians were invited to view and share an online video with a health message about JIA across real-life and electronic social networks. Main outcome measures were viewing statistics, sharing behavior and patterns, and participant feedback.ResultsOf 38 patients and/or their parents or guardians given links, 26 visited the video webpage and shared the link, 2 visited and did not share, and 10 did not visit. Most links were viewed and shared within a few days. A total of 3314 pageviews were recorded with a mean of 89.6 pageviews per link (range 0-1245). Links were accessed from 26 countries, with most viewers in the United Kingdom (82.5%). Mothers were the most active group of sharers.ConclusionsDistribution of a video link in a clinical setting may be an effective way to spread a health message. Parents or guardians of children with JIA are more likely to share a link than young people. Dissemination depends on a small number of active sharers, the content of the video, and the willingness of participants to share health information about themselves.Trial RegistrationUK Clinical Research Network Study Portfolio ID (UKCRN): 13747; http://public.ukcrn.org.uk/Search/StudyDetail.aspx?StudyID=13747 (Archived by WebCite at http://www.webcitation.org/6eeXlMmM6).

Content aggregation as a means to identify trends: The case of the iPhone 5s

This paper discusses how the inherent problem of information overload in online market research can be solved through the aggregation and curation of syndicated sources to support social media listening. Using a case study approach, the research employs crowdsourcing and content curation to pre-filter a sample of blog posts related to a product launch. Drawing text data from influential blog posts related to the release of the iPhone 5s, the authors use sentiment analysis to understand how influencers feel about the product. The use of sentiment proves to be a useful tactic for market researchers, as discussed in the literature about product reviews; however, rich data context can be gained if data are pre-filtered using the wisdom of online communities prior to performing sentiment analysis. Given that these methods do not require complex or expensive software, the findings of this research may prove especially useful to market researchers working for organisations with smaller budgets. That said, the content aggregation approach may work better for some products than others as it requires a community of active individuals for effective content aggregation and curation prior to data collection and analysis.

Internet Panels, Professional Respondents, and Data Quality

Abstract. Most web surveys collect data through nonprobability or opt-in online panels, which are characterized by self-selection. A concern in online research is the emergence of professional respondents, who frequently participate in surveys and are mainly doing so for the incentives. This study investigates if professional respondents can be distinguished in online panels and if they provide lower quality data than nonprofessionals. We analyzed a data set of the NOPVO (Netherlands Online Panel Comparison) study that includes 19 panels, which together capture 90% of the respondents in online market research in the Netherlands. Latent class analysis showed that four types of respondents can be distinguished, ranging from the professional respondent to the altruistic respondent. A profile of professional respondents is depicted. Professional respondents appear not to be a great threat to data quality.

Discrepant Alcohol Use, Intimate Partner Violence, and Relationship Adjustment among Lesbian Women and their Relationship Partners.

This study examined the association between relationship adjustment and discrepant alcohol use among lesbian women and their same-sex intimate partners after controlling for verbal and physical aggression. Lesbian women (N = 819) who were members of online marketing research panels completed an online survey in which they reported both their own and same-sex intimate partner's alcohol use, their relationship adjustment, and their own and their partner's physical aggression and psychological aggression (i.e., verbal aggression and dominance/isolation). Partners' alcohol use was moderately correlated. Discrepancy in alcohol use was associated with poorer relationship adjustment after controlling for psychological aggression and physical aggression. Results are discussed in terms of the similarity and differences with previous literature primarily focused on heterosexual couples.

Critical In-Flight and Ground-Service Factors Influencing Brand Prestige and Relationships Between Brand Prestige, Well-Being Perceptions, and Brand Loyalty: First-Class Passengers

ABSTRACTThis study (1) proposes optimal in-flight and ground services for maximizing the brand prestige of passengers taking first-class flights; (2) investigates the relationships between brand prestige, passengers’ well-being perception, and brand loyalty; and (3) tests the moderating effect of status consumption. To empirically test the proposed conceptual model, a survey was conducted using a sample of passengers who experienced first-class flights with any airline by an online market research firm in the United States (US), and data collected from 205 passengers were analyzed through structural equation modeling. The results reveal that (1) all five in-flight service factors and three of four ground-service factors played crucial roles in the formation of passengers’ brand prestige perceptions;, (2) brand prestige had a significant effect on well-being perceptions and brand loyalty; and (3) status consumption had a significant moderating effect on the relationship not only between brand prestige and well-being perceptions, but also on the relationship between brand prestige and brand loyalty. These results have important practical implications for first-class service managers as well as theoretical implications for luxury marketing in the context of brand prestige.

Parents' beliefs about the healthfulness of sugary drink options: opportunities to address misperceptions.

To assess potential misperceptions among parents regarding the healthfulness of sugary drinks for their children. Online survey of parents. Participants identified the categories and specific brands of sugary drinks they provided for their children. They also indicated their perceptions of sugary drink categories and brands as healthy options for children, perceived importance of on-package claims in purchase decisions and their concerns about common sugary drink ingredients. Online market research panel. Parents (n 982) of 2- to 17-year-olds, 46 % non-white or Hispanic. Ninety-six per cent of parents provided on average 2·9 different categories of sugary drinks for their children in the past month. Flavoured waters, fruit drinks and sports drinks were rated as the healthiest sugary drink categories. Across all categories and brands, parents who purchased specific products rated them as significantly healthier than those who did not (P<0·05). Over half of parents reported concern about caffeine, sugar and artificial sweeteners in sugary drinks that their children consume and approximately one-third reported that on-package ingredient claims were important in their purchase decisions. Nearly all parents provide sugary drinks for their children and many believe that some sugary drinks are healthy options for children, particularly flavoured waters, fruit drinks and sports drinks. Furthermore, many parents rely upon on-package claims in their purchase decisions. Given excessive consumption of added sugar by children in the home, there is a continuing need to address parents' misperceptions about the healthfulness of many sugary drink products.

모바일 가상스토어 서비스 이용에서 소비자의 유비쿼터스 특성지각의 영향

Abstract This study investigates the effect of service ubiquity perceptions on consumers' responses to virtual storessuch as benefit and risk perceptions, shopping value perceptions, and service usage intention. Data werecollected via a self-administered online survey from nationwide consumer panels of an online marketingresearch firm. Questionnaire items were adopted from previous literature and developed by authors via pre-testing to measure variables. The results revealed that virtual store service ubiquity affects consumer benefitperceptions as well as risk perceptions. All benefit perceptions (including time effectiveness, user control,and compatibility) had significant mediating effects between service ubiquity and hedonic/utilitarian shop-ping service value perceptions. The mediating effect of financial risk was significant only in the relationshipbetween service ubiquity and utilitarian value perception. The findings offer retailers and marketers infor-mation in regards to consumers' perception of a virtual store usage, which can enhance service and productstrategy.Key words: Virtual store service, Service ubiquity, Utilitarian value perception, Hedonic value perception;가상스토어 서비스, 유비쿼터스 특성, 실용적 가치지각, 쾌락적 가치지각

Developing and Teaching an Online MBA Marketing Research Class: Implications for Online Learning Effectiveness

The authors intend to describe the experience of developing and teaching an online marketing research class for master of business administration students. The class has been taught for four fall semesters. Each time, the class also completed an online survey, analyzed the resulting data, and wrote a detailed report for a real client. The course content, topic sequence, class assignments, and student feedback about the experience are all described in great detail herein. This web implementation incorporates several useful features such as a very large number of audio and video segments that have been used to teach difficult concepts like sampling and data analysis techniques. The implications for student online learning effectiveness conclude the remark.

The Impact of Digital Fingerprinting and Identity Verification on Data Quality

The article looks at the methodology of online marketing research. It discusses efforts to improve the quality of online surveys and eliminate duplicate responses and other sub-optimal survey behaviors by verifying respondents' identity using techniques including digital fingerprinting and validation of personally identifiable information (PII). Topics include the effectiveness of various approaches to flagging duplicate responses for respondents in different age groups, respondent privacy concerns, and the use of trap questions.

Associations Between Eating Occasion Characteristics and Age, Gender, Presence of Children and BMI Among U.S. Adults

Objective: To describe how frequency and characteristics of traditional meal and non-meal occasions vary by age, gender, presence of children, and body mass index (BMI).Design: A cross-sectional survey was administered to a national demographically balanced sample of adults via an online market research panel.Setting: Online survey.Subjects: Survey respondents were in the 18- to 80-year-old age range and had consumed any food or beverage at home or away from home the previous day. The sample included 2702 adults reporting on 6689 eating/drinking occasions. Most (80.3%) had no children at home; 43.5% were male and about two thirds were overweight/obese.Measures of outcome: Eating occasion characteristics and goals by age, gender, presence of children, and BMI.Results: Older respondents were more likely to report planning traditional meal occasions and report on a breakfast occasion than younger respondents. Two prominent reasons that triggered consumption occasions were habit and hunger/thirst with one dominant benefit of satisfying hunger or thirst. Habit and nutrition played a larger role as a goal for eating occasions for older compared to younger respondents. When children were present in the household, respondents had a goal of connecting with “family, friends, or colleagues” at dinner compared to those without children. Few gender differences were noted; however, women more often reported goals of satisfying hunger/thirst and taste at lunch than men. BMI levels were related to a range of triggers, goals, and behaviors but not as prominently as the relationships observed with age. Those with BMI ≥ 30 were less health conscious regarding dinner and breakfast consumption compared to those with a lower BMI.Conclusions: Among demographic variables, age differences were noted in relation to eating occasion characteristics more often than other demographic characteristics or BMI. Understanding these differences can be beneficial in tailoring promotion of healthful intake at specific eating occasions for particular subgroups.

Development of a scale to assess cancer stigma in the non-patient population.

BackgroundIllness-related stigma has attracted considerable research interest, but few studies have specifically examined stigmatisation of cancer in the non-patient population. The present study developed and validated a Cancer Stigma Scale (CASS) for use in the general population.MethodsAn item pool was developed on the basis of previous research into illness-related stigma in the general population and patients with cancer. Two studies were carried out. The first study used Exploratory factor analysis to explore the structure of items in a sample of 462 postgraduate students recruited through a London university. The second study used Confirmatory factor analysis to confirm the structure among 238 adults recruited through an online market research panel. Internal reliability, test-retest reliability and construct validity were also assessed.ResultsExploratory factor analysis suggested six subscales, representing: Awkwardness, Severity, Avoidance, Policy Opposition, Personal Responsibility and Financial Discrimination. Confirmatory factor analysis confirmed this structure with a 25-item scale. All subscales showed adequate to good internal and test-retest reliability in both samples. Construct validity was also good, with mean scores for each subscale varying in the expected directions by age, gender, experience of cancer, awareness of lifestyle risk factors for cancer, and social desirability. Means for the subscales were consistent across the two samples.ConclusionsThese findings highlight the complexity of cancer stigma and provide the Cancer Stigma Scale (CASS) which can be used to compare populations, types of cancer and evaluate the effects of interventions designed to reduce cancer stigma in non-patient populations.