It works for us but does it work for them?
How online research communities work for consumers invited to participate

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Author(s): Ray Poynter, Steve Cierpicki, Daniel Alexander, Stephanie Alchin, Lou Rubie
Collection: Online Research 2009
Keywords: Market Research Online Communities (MROC)

ESOMAR Excellence Award Nominee - Best Paper 2009/2010
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Researchers and marketing organisations are embracing online research communities. But what about the people that ‘get marketed to’ and ‘researched’? Are consumers, customers, citizens, people, us (you and me when we are not at work!) likely to participate in and be more open and honest in online research communities compared to other research methodologies? This presentation explores the benefits that members receive by being part of an online research community and the resultant validity of the ‘data’ captured using the technique.



Date of publication: 29-10-2009
ISBN: 92-831-0238-X
Order Code: S339
Number of pages: 16

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