What types of qualitative research can and can’t be performed in an online bulletin board methodology?
Studies involving non-tactile stimuli can easily be administered online. Concept testing, website usability, idea generation, opinion tracking – particularly longterm studies, sensitive topics and product development are types of research that can successfully performed with a bulletin board. Many providers can incorporate graphic files, streaming video and streaming audio, this tool is also useful for testing commercials, ads, movie trailers, package design or other creative. Qualitative research in which auditory or visual clues are important inputs into the research are not well-suited for an online environment. Research projects which target socio-economic disadvantaged groups may not be appropriate for online methodology as internet penetration of this group is not yet reflective of the population at large.
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