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Online Research

No other medium has been subject to quite the same sort of worldwide dynamic development at such as speed as the Internet.

Online research has become of crucial importance in the market research industry, and obtained a 20% share on the world market in 2006 among the fieldwork techniques, as a result it has become one of the most dynamically improving research tools.

Internet access in Romania is over 33%, and although Romanians have some catching up to do compared to West Europe, the online method is a research tool that can be used on markets with high Internet penetration. Certain target groups (economically active, urban strata with higher income, young people) are easier to reach with the help of the CAWI technique (Computer Assisted Web Interviewing) due to the higher than average Internet access rate among them. In addition, our experience shows that willingness to answer is also much better in online interviews than in the case of other methods.

Benefits

Fast fieldwork

Depending on the sample size, the results may be available even within a few hours.

Cost efficient method

Compared to other methods, the costs of online surveys are lower, and certain target groups (economically active, urban, higher income, young) are easier to be reached due to the higher than average proportion of Internet access among them.

Reliable results

Questionnaires are filled in among usual, comfortable circumstances, there is no time limit for responding, as a result of which honest (also in the case of sensitive social and market questions), well-considered, exact and detailed answers are given, and the recall is also better. The members of GfK’s online panel* are recruited through personal and telephone interviews in an offline way, which greatly enhances the reliability of the results.

Multi-media presentations

It is also possible to show pictures and play sound recordings and video clips, so the method is excellent for testing advertisements and concepts.

Special target groups

Special segments and complex target groups that cannot or can only be found at very high costs are easier to be reached with the help of this method.

* GfK Romania is currently in the stage of recruiting new panelists, having more than 15000 subscribers so far and growing continuously.

In order to register to the GfK online panel please access the following address http://www.askgfk.ro 

 

Online focus groups

Participants log in at an appointed time. The moderator maintains control by posing questions from a discussion guide as well as asking anything else that the client – as an observer/silent participant – requests.

Advantages:

Respondents may send and see images, short films and their own answers on their computer screens, which saves a significant amount of travel expenses

Recruiting is simplified because it is done from the already created GfK online panel, counting over 12.000 members, those who best match the research criteria specific for each type of survey being chosen