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Posted by Daniel Schulman on February 08, 2000 at 01:04:09:
In Reply to: Re: What "big name research companies"? posted by Sherman on February 07, 2000 at 20:44:43:
First off don't just discount site-specific research. You mention it up above, but kind of push it off to the side. This is a real market for market research. There are also many many eCommerce companies only offering products and services only to online people. There are plenty of companies trying to make money online and research can help them in their endeavors.
Second, the examples you provide primarily have to do profilings and market assessments. The online environment can provide for strong research designs to minimize sampling problems. For example, some firms conduct conjoint analysis and other experimental designs on the web that are difficult in some other survey environments.
Finally, you have to judge the purpose of the research. As I mentioned in another post, I'm conducting a sponsorship study for an automobile manufacturer. I'm not trying to guage brand awareness or brand image levels in the total population, but rather to measure the change throughout the campaingn (quasi-experimental design). The manufacturer can then take the findings and calculate the ROI on their sponsorship for generating these changes online and compare them to similiar offline measures.
You bring up Harris-Black as a firm capable of properly weighting their panel findings. This used to be true, but Harris-Black nolonger exists -- they are now Harris Interactive; perhaps there is something to this online research afterall.
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