ABSTRACT. The use of the Internet and online methods for data collection brings about new challenges for academic and managerial researchers. Our objective is to advance our level of knowledge regarding online data collection through an experiment. Using a local orga-
Researchers and practitioners are becoming more dependent on electronic means of data collection. This study utilizes media richness theory (MRT) as a means to better understand respondent performance in data collection among adults and adolescents. Examining the differences between paper and pencil, interview and electronic form methods of data collection, the results of this study indicate that matching task type to data collection method according to MRT principles produces improved levels of response distortion as expected; however, item omissions are not influenced in the manner anticipated from MRT concepts.
<p class="MsoBodyTextIndent3" style="text-align: justify; margin: 0in 0.5in 0pt;"><span style="font-family: "Times New Roman","serif"; color: black; font-size: 10pt; mso-bidi-font-weight: bold;">This study investigates the effects of ambient atmosphere on market research survey response quality,</span><span style="font-family: "Times New Roman","serif"; color: black; font-size: 10pt;"> following approaches in the retail atmospherics literature. <strong style="mso-bidi-font-weight: normal;"><span style="mso-spacerun: yes;"> </span></strong>Participants<strong> </strong>completed a survey task<span style="mso-bidi-font-weight: bold;"> </span>and reported their affect states<span style="mso-bidi-font-weight: bold;"> in a </span>between subjects factorial experiment which manipulated ambient music, lighting and aroma conditions. Structural equation methods were used to test for effects of atmospheric factors on response quality and respondent affect. Findings suggest that ambient atmosphere may contribute to cognitive enrichment up to a point where it becomes distracting. At that point, ambient cues appear to interfere with cognitive processing. Survey response quality may be compromised through reduced positive affect, increased fatigue, or boredom, but the influence mechanism is different between males and females. The importance of <span style="mso-bidi-font-weight: bold;">stimulus manipulations is stressed and the effects of specific stimulus are provided to help researchers understand the impact toward response quality. Marketing researchers from both the academic and managerial community may be able to improve survey response quality by managing environmental conditions to enhance survey experience.</span></span></p>
<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt;"><span style="font-family: "Times New Roman","serif"; font-size: 10pt;">The field of marketing research is undergoing dramatic change as technology of various forms penetrates its realm. This study seeks to gather a snapshot of the U.S. marketing research industry in its current state of evolution.<span style="mso-spacerun: yes;"> </span>Specifically, this study examines the mix of data collection methods, analysis techniques, targeted research participants, and project topics emphasized by today’s working consultants.<span style="mso-spacerun: yes;"> </span>While findings confirm a rather expected major shift toward Internet-related means of collecting data, analysis techniques remain relatively unchanged over the last twenty years.<span style="mso-spacerun: yes;"> </span>Furthermore, findings reveal that research design decisions are to some degree formed based on consultants’ perceptions of their own Internet self-efficacy and their firms’ orientations toward either B2B or B2C clients.<span style="mso-spacerun: yes;"> </span>Implications for both practitioner and academic researchers are discussed.</span></p>
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