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Ideal participants in online market research: Lessons from closed communities

Heinze, A, Ferneley, E and Child, P 2013, 'Ideal participants in online market research: Lessons from closed communities' , International Journal of Market Research, 55 (6) , pp. 769-789.

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Online market research communities are dependent upon their members’ participation that in turn provides market intelligence for community operators. However, people join these communities for different reasons. The selection process for market research community members and the moderation process of these communities have a number of pitfalls, which can result in misleading interpretations of intelligence and flawed decisions based on their contributions. Using social capital theory in conjunction with research on different motivational types of participants, this paper focuses on lessons from commercially operated, closed online market research communities; it provides us with insights on membership selection and community moderation methods. The practical finding is that the ideal participant of such communities would be attracted by activities and rewards, which do not directly or obviously relate to the specific objective of an online market research community.

Item Type: Article
Additional Information: The definitive version of this paper is available at
Themes: Media, Digital Technology and the Creative Economy
Schools: Schools > Salford Business School
Schools > Salford Business School > Business and Management Research Centre
Journal or Publication Title: International Journal of Market Research
Publisher: MRS
Refereed: Yes
ISSN: 0025-3618
Related URLs:
Funders: Non funded research
Depositing User: Dr Aleksej Heinze
Date Deposited: 12 Dec 2013 23:58
Last Modified: 08 Nov 2015 23:04

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