The Anonymous Elect: Market Research Through Online Access Panels

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Your points will be added to your account once your order is shipped. Click on the cover image above to read some pages of this book! The Anonymous Elect is the book that restores market research to its original condition and bestows it its full interdisciplinary rights.

It asks questions that address market researchers and sociologists as well as psychologists, linguists and specialists in marketing and communication: Is there a language of online panel communication? What does this language say about the relationship between the online researcher and the online respondent? To what extent has the online medium increased the self-awareness of today's respondents to research studies?

A memorable experiment in writing, Andrei Postoaca's exploration of online access panels is a book about interviewing and being interviewed, addressing and being addressed. By shifting the two voices involved in the online panel communication, the author approaches market research not only by way of facts, figures and plain statistical evidence but also by way of interpretation of the rhetoric of the online surveying act.

Case study of introduction of a behavior-based recommendation system on an online dating site. Some online dating platforms completely delegates the task of search to the user, but others heavily concentrates on recommendations given to them.

The Anonymous Elect Market Research Through Online Access Panels

However precaution is necessary, as dating is significantly different from e-commerce, the traditional field of recommendation engines. First, this study overviews the specialties of online dating business: what should be known from the sociological, social network and psychological literature of partner selection, when introducing a recommendation system. Second, we analyze, how did the particular system affect the behavior of users.

March 14-16, 2011, Heinrich-Heine University of Düsseldorf

How did the number of contacts, the degree distribution of contacts, and the homophily change? Finally, we discuss, how does the layout GUI of the recommendation affect the above questions. The new system was introduced after a three month test period, when only the half of the users got the new recommendations. The other half got the previous simple demography based recommendations. Usage of the dating site, including clicking on the recommendations, and contacts to other users was logged during the trial period, and the database was archived later at the end of the research.

Results will be supplemented with additional data regarding Q2 and Q3. Behavior based recommendation on dating sites is a novel practice, only few sites introduced such systems to date, therefore not much is known about this business model. Furthermore, though there is an increasing body of research analyzing the sociological effects of online dating, however, it is not known, how it is different by types of dating sites.

User Comments on news websites are of both practical e. The research builds on two approaches: First, the theory of newsworthiness. It is assumed that that the psychological mechanisms on which news factors operate are also relevant for commenting.


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RQ1: How do news factors influence the number of comments an article receives? RQ2: How do different transformational rules influence the number of comments an article receives? Online content analysis of the political news coverage on welt. A web crawler was used to download all pages of the websites at a randomly selected access time and a sub-sample was randomly selected and analyzed by 21 coders.

For each news article 3 groups of variables were coded: the news website; number of user comments; news factors; the publication time; a set of variables characterizing the linking of the article on the homepage and the politics section homepage of the website which were factor-analyzed to obtain indices for two dimensions of the prominence of the linking for the article salience.

The coding yielded complete data for articles. Data were analyzed by fitting a negative binomial regression model. Added Value: First empirical evidence for the relevance of transformational rules in the process of user content generation on mass media websites. The study showed that content features of news stories news factors as well as presentation characteristics salience of the teaser on the homepage are influential. LeLeCon Research project: Cost-benefit calculation of blended-learning vs. LeLeCon project: Cost-benefit calculation of blended-learning vs.

LeLeCon is an empirical study, which looks at the costs and expenditure for example of time needed to develop, perform and evaluate e-learning, especially blended-learning courses in comparison to traditional academic teaching. LeLeCon is a cooperative project between three faculties humanities, economics, medicine. This cooperation is in particular beneficial considering the relevance of faculty cultures as one significant part of the study. Research questions are: What does academic teaching cost? Can blended learning save us time and money or is it more time-consuming than traditional teaching?

The study is based on one survey and several qualitative interviews among professors and lecturers at the Heinrich-Heine-University. Along the lines of our project cooperation we asked 70 employees of the participating departments in our first survey.

In reverence to the results we started to arrange guideline based interviews with professors and lecturers at the HHUD. Due to the results of our first survey the preparation of blended learning courses in some cases required more time than traditional courses: The average time for the preparation of blended learning courses is about hours — for traditional teaching ten hours less were needed. But looking at different categories results were the opposite.

This survey also revealed the impact of faculty cultures on the perception of the amount of time which is spend on academic teaching. First results show that work experience seems to be the crucial point when it comes to questions of work load and its perception. In times of increasing financial responsibility for universities in Germany controlling becomes more and more important even in higher education teaching.

This study aims to improve the methods of time and work load measurement in order to support universities to become more efficient in using either eLearning or traditional course arrangements. In a survey participants were asked how they estimate the political influence of online media on themselves and on others. The study focused on theoretical approaches such as the third-person effect and the influence of presumed media influence approach. The main relevance is to investigate the political power that is implied by people to online media in comparison to traditional media.

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An online survey was conducted. The study brought about a total of valid cases: respondents were politicians, 74 were journalists. The third group was made up of other people. The questionnaire included items concerning the perceptions of the political influence of traditional media and different online media. The participants had to assess the influences on themselves, on the anonymous general public the so-called third persons and on different other groups, such as first-time voters. Additionally, other variables were included in the questionnaire — especially items regarding the consequences of these perceptions.

Results: Politicians, journalists, and students believed themselves to be less susceptible by traditional media than third persons — this is in line with the results of other third-person effect studies with a focus on traditional media. However, results were different regarding presumed influences of online media : especially politicians and journalists believed themselves to be more influenceable by online media than other persons.

Moreover, participants opined that online media have a more positive influence on themselves and on other persons compared to traditional media. Added Value: We compared the presumed media influence with regard to different online media and different groups. The results show that it is necessary to differentiate between presumed influences of traditional and online media and additionally between different online media. Based on this, we will discuss notable characteristics of online media regarding presumed political influences and its consequences on attitudes and behavior.

Going beyond the click. Combining behavioural and declarative data in measuring on-line advertising effectiveness. The internet importance as advertising medium grows. Does higher spending automatically translates into communication effectiveness? Not really. Market research conducted by Gemius shows that the Internet users negatively assess internet ads compared to traditional media.

Is the negative perception related with the media specific, or rather with creative and media planning quality? Thus, we need to understand how our campaign really works. Typically, clicks and successful conversions to the landing page are used to measure direct response to the campaign. They perfectly assess ad effectiveness, when conversion is the only objective. But, like every advertising, online campaigns may be expected to do more: affect brand awareness, perception, purchase. To what extent may the direct response indicators explain the effectiveness in more elusive aspects?

Does better performance in terms of clicks imply higher persuasiveness? What is the relative impact of the ad format and creative idea? How to measure total impact of the ad?

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We conducted a case study with Unilever and Onet. Combining site-centric and declarative approach in natural experiment, we got comprehensive assessment of the campaign as regards: reach, communication and effect. The total sample sizes were: site-centric module and questionnaire.


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High direct response indicators may correlate with high persuasiveness nor impact on the brand. Aggressive formats work better for less noticeable creatives, while static ones are safer for very dynamic designs. Creative line with lower direct response turned out to better meet the campaign key objectives.

In traditional approach, the creative with higher CTR would be used. Results of the project provide better understanding of the mechanism of online advertising impact. The approach would help to optimise online campaigns. It will be useful for advertisers, media houses and the publishers.