THE FUTURE OF MARKETING RESEARCH A Study of the Online Access Panel Market in Sweden
Notice bibliographique
Résumé
Online Access Panel (OAP) marketing research is a new method for conducting marketing research in order to create decision power. For example the decision power can be used in product development, business development and innovation. There are hardly any common practices agreed upon concerning OAP marketing research and there have been many discussions as to whether the method can be seen as representative for the entire population or not. This master thesis focuses on the evolution of OAP marketing research in Sweden. The thesis is divided into three main areas, competitors, research methodology and risks. The theoretical contribution of this master thesis has been to establish a fuller view of the OAP marketing research industry in Sweden and to position OAP marketing research relative traditional methods. The practical contribution is to help existing and new entrants to supply knowledge via OAP:s to their clients in order to develop their businesses. A comprehensive desk survey has been conducted and additional information has been collected through a mail survey of the companies on the Swedish market that uses OAP marketing research. The identified competitors were Bloomerce, CATINÉT A/S, Field Work Scandinavia, GfK Sverige AB, Hermelin Nordic Research Ipsos Interactive Services, QuickWise, Temo, TNS-Gallup and Zapera. These companies provide the knowledge needed to help technology driven industries like ABB, Alfa Laval, Astra Zeneca, IKEA and Sony Ericsson to gain decision power for making strategic and operative decisions. During the desk survey it was found that the Swedish telephone operator Telia had set up an OAP of their own. This was an interesting finding and the future trend in OAP marketing research could be that clients insource their OAP research. OAP marketing research is showing rapid growth. The spend on online marketing research in Sweden has increased by 433% the past four years. This method is most likely to cannibalize internally on the traditional methods Computer Assisted Telephone Interview (CATI) and Computer Assisted Personal Interview (CAPI). CATI and CAPI have both been declining since the introduction of OAP. QuickWise is the market leader on the Swedish OAP market. Their leading position may have to do with the strategic approach QuickWise applies as they follow their clients through the entire process of marketing research. Barriers of entry are to some extent low for conducting marketing research via OAP. This may trigger new entrepreneurs to enter the market. However the requirements for adequate maintenance are high and costly if the research is to be representative. In the future product competitors, implicit competitors, indirect competitors and companies building their own OAP:s might constitute a threat for Swedish OAP marketing research companies. Therefore future studies could be focused on comparing and following up these possible threats.
Récupéré en direct depuis OpenAlex et désinversé. Les résumés ne sont pas conservés dans cette base de données : les index inversés représentent 8,6 Go des 9,3 Go de texte de la base, et le serveur dispose de 13 Go libres.
Comment cette classification a été obtenuedéplier
Prédiction distillée sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Apprise à partir de 10 348 étiquettes directes de Codex et de 10 348 étiquettes directes de Gemma. Le mode candidate est l'union des têtes enseignantes seuillées; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont ni des étiquettes humaines ni des étiquettes directes de modèles de pointe.
Scores Codex et Gemma par catégorie
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,001 | 0,000 |
| Méta-épidémiologie (sens strict) | 0,000 | 0,000 |
| Méta-épidémiologie (sens large) | 0,000 | 0,000 |
| Bibliométrie | 0,001 | 0,003 |
| Études des sciences et des technologies | 0,001 | 0,000 |
| Communication savante | 0,000 | 0,000 |
| Science ouverte | 0,002 | 0,001 |
| Intégrité de la recherche | 0,000 | 0,000 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,000 | 0,000 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découleClassification
machine, non validéePrédiction automatique; un appel candidat d’une seule tête enseignante, pas un consensus.
Le détail, modèle par modèle et score par score, se trouve en fin de page sous « Comment cette classification a été obtenue ».