The Anonymous Elect

Market Research Through Online Access Panels

By: Andrei Postoaca

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Hardcover | 13 December 2005

At a Glance

Hardcover
168 Pages

Dimensions(cm)
23.5 x 15.5 x 1.91

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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.

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

The Anonymous Elect

Market Research Through Online Access Panels

At a Glance

Hardcover

Shipping

How to return your order

Defective items

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