Table Of Content

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(cid:30) & ’A(cid:18)(cid:16)(cid:17)(cid:5)(cid:14)(cid:3)(cid:15)(cid:6)(cid:5)(cid:19)(cid:13)(cid:17)(cid:15)%4(cid:16)(cid:3)(cid:3)(cid:26)(cid:19)(cid:26)(cid:3)(cid:16) For Karin, Staffan and Carlos, whose confidence in me in times of doubt was big enough to base a movie on and hardly smaller than what you need to start a revolution. This book wouldn’t have been possible without Raluca Boboc. It is her commitment that turned the anonymous into elect and this project into reality. Table of Contents Introduction .......................................................................... 1 CHAPTER1: 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 VIII Table of Contents 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 CHAPTER2: 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 Table ofContents IX Social Context Cues......................................................................54 Flaming and the Task-Oriented 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 CHAPTER3: 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 On 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 X Table of Contents CHAPTER4: 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 Introduction This book on access panels is not intended to be handbook of access panels. Although it ultimately aims to offer guidance and establish some procedures for the more efficient use of access panels in online market research, it is far from being a handbook. The Anonymous Elect is a pragmatic analysis of communication in market research through online access panels. Its purpose is that of investigating the language of online market research as compared to that of offline market research in an attempt at dis- cussing the increasing levels of self-awareness with today’s respondents to market research surveys. As a starting point, however, the first chapter of the book is concerned with establishing reference points for the defining of the online trend in the context of offline market research (subchapter 1) and online access panels in the context of market research methodologies (subchapters 2-5). In endeav- ouring to make the definition of online access panels comprehensive enough to support a pragmatic analysis of online panel communication practices, we have delimited online access panels from both offline access panels and other methodologies of conducting online market research, within two definition areas: subchapter 2 (“Online vs. Offline Panels”) approaches online access panels as an element of the overall market research para- digm, opposing it to offline access panels, while subchapter 3 (“Who Are Our Online Respondents?”) comparing online access panels with the other methodologies of online market research. Further questions about access panel building, maintenance and employment procedures are answered in subchapter 4 (“What Makes an Online Access Panel?”), while subchapter 5 (“What Doesn’t Make an Online Access Panel?”) attempts to highlight some of the major differences between access panels and mega databases. Thus, however extensive, the first chapter of the book has a defining role; its main purpose is that of drawing clear borders in the world of access panels to which the subsequent pragmatic analysis will be applied. Hence the distance between the handbook of access panels we have not written and our small book of access panels is that of pragmatic analysis. In effect, the following three chapters of The Anonymous Elect take the form of an invitation to a pragmatic analysis of communication in market research through online access panels. Having in mind Searle’s pragmatic

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