ISBN: 3540290303
TITLE: The Anonymous Elect
AUTHOR: Postoaca
TOC:

Introduction 1
CHAPTER 1:
To Panel or Not to Panel - What Is and What Is Not an Online Access Panel 5
Online Market Research. Perspectives 5
The Online Trend in the Context of Offline Market Research 5
Sampling 6
Respondent Convenience 6
Speed 7
Cost & Price vs. Quality 8
Online Reporting Tools 9
Questionnaire Complexity 10
Background Information 11
Online Attempts of Re-Contextualising Market Research:
The Digital Trend 12
Offline vs. Online Access Panels 14
Who Are Our Online Respondents? 14
History 14
Trends 15
What Makes an Online Access Panel? 16
Recruitment 17
Recruitment Source and Method 17
Recruitment Questionnaire 18
Management 19
Password Procedures 20
Para Data Analysis 21
Attrition & Purge 22
Response Rate & Response Control 22
Sampling 23
Panel Rules 24
Communication 26
Support Communication 26
Direct Communications 27
Unsubscribing Membership 27
Terms & Conditions 28
Questionnaire 32
Screening Questions 33
Global Coverage and Size 34
Incentive Policies 36
Background Information 37
What Doesn't Make an Online Access Panel? 38
Recruitment 38
Management 39
Sampling 40
Rules 42
Communication 42
Global Coverage and Size 43
Incentive Policies and Prices 43
Available Information 43
Conclusions - EFAMRO Quality Standards for Access Panels (QSAP) 44
CHAPTER 2:
Bottling Communication: The Rhetoric of Online Interviewing 47
Prologue 47
From Linguistic Behaviour to Social Roles 47
G.H. Mead's Sociology 48
The School of Symbolic Interactionism (SI) 49
Herbert Blumer's Model 49
Ervin Goffman's Theory of Roles 50
Mediated Identities 51
The Myth of World Wide Web and the Networked World 52
Negotiating the Self in Mediated Contact - Web Pages 53
Social Context Cues 54
Flaming and the Task-Onented Research Model in Computer-Mediated Communication 55
The Social-Emotion-Oriented Model 57
The Social Identity Model of Deindividuation Effects (SIDE) 58
Steps Towards a Synthetic Model 59
Bottling Communication: Applying Symbolic Interactionism to Computer-Mediated Communication 62
Social Roles in Panel Communication 63
CHAPTER 3:
Launching the Bottle: The Rhetoric of the Online Researcher 67
Recruitment Practices and Introductory Discourse 67
Online Access Panels Recruitment Practices 67
A Matter of Principle 67
On to Ort vs. Off to On 68
Introductory Discourse 70
Email Marketing - The Rhetoric of the Online Researcher's
Introductory Discourse 70
Transitivity in Computer-Mediated Communication: Snowballing 77
Staging Letters and the Use of Hyperlinks in Panel Communication 81
Invitation to Surveys 85
Invitation to Research Surveys 85
Invitation to Screening Surveys 88
Letter to Winner 89
Support Messages - The True Social Dialogue 92
Panellist Website and Newsletters 100
Panellist Web Page 100
Newsletter 102
Conclusions 104
CHAPTER 4:
Finding the Bottle: The Rhetoric of the Online Panellist 109
The Online Trend in Market Research Between Collection Method and Perception Stage 109
Membership Perception 112
Perception of Incentives 116
Perception of Hotline 120
Conclusions 122
Conclusions 125
References 129
Appendix 1: Panellist Satisfaction Survey 133
Appendix 2: Access Panels Quality Checklist 137
Appendix 3: Checklist of Procedures 145
Appendix 4: EFAMRO - International Quality
Standards for Access Panels (QSAP) 147
END
