Including “touch-and-feel” in online consumer research: optimizing information gain given costs of data online versus in-person

Brooks Oppenheimer ()
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Brooks Oppenheimer: Reason Research

Journal of Marketing Analytics, 2024, vol. 12, issue 2, No 21, 416 pages

Abstract: Abstract Given the high cost to corporations of in-person data collection attributable to focus group facility rental costs, recruitment costs, and honoraria, the corporate market researcher working with finite budget must weigh the pros and cons of in-person versus online research for tangible goods. The purpose of the study was to establish a practitioner accessible approach to maximizing information gain per dollar spent collecting sample. In phase one, a repeated-measures sample was obtained from in-person respondents who also completed the research online. Using the phase one covariance of online/in-person ratings, phase two online-only data were collected, transformed, and blended with phase one data to create a weighted purchase intent metric reflecting both online and in-person evaluations. By blending in-person (expensive) and online (cheap) data collection modes, cost-savings were realized without expanding the confidence internal around purchase intent.

Keywords: Survey design; Forecasting; Effective sample size; Proxy measure; Data cost (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41270-022-00205-3

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