Using the Internet Responsibly for Market Research

March 28, 2001

University Park, Pa. --- Consumers can look forward to kinder, gentler market survey techniques -- and fewer of those annoying phone calls during dinner -- if market researchers take heed to a Penn State researcher’s recent findings about ways to use the Internet.

Dr. Frank E. Ritter, associate professor of information sciences and technology, says, "Our research shows that it is possible to use the Internet to perform a wide range of useful and accurate, surveys without spamming, without being intrusive, and in a manner that facilitates communication generally.

"Based on our case study, we can suggest good practices we have found to work that should reduce the amount of effort for both those sending and those receiving numerous kinds of messages on the Internet," he adds.

Those "best practices" are detailed in a paper, "Targeting Audiences on the Internet," in the current (April) issue of the Communications of the ACM. First author is Tanya L. Cheyne, Ritter’s former student at the School of Psychology of the University of Nottingham, England, who conducted the research as part of her thesis requirements. Ritter joined the Penn State School of Information Sciences and Technology faculty in 1999 and was a faculty member at Nottingham when the study was conducted.

The researchers used a survey on mobile phones as their test case. They write, "We wanted to survey responses on new mobile phone design from three potential consumer groups, women, UK residents and existing mobile phone users."

They advertised the survey in newsgroups and placed banner ads on web pages where the target groups were most likely to be found. The survey was also included in the database of three Internet search engines. The researchers then compared the effectiveness of these methods of targeting and recruiting respondents.

Search engines produced, by far, the greatest number of responses, 750, over the first 30 days. Forty percent of the responders were over the age of 40, an age group comprising less than 10 percent of the respondents from the banner ads and newsgroups. Only 1 percent was a UK resident, whereas newsgroups and banner ads on web sites produced yields of 18 percent and 10.5 percent UK residents respectively. By definition, search engines reach people who are already interested in the survey topic because respondents find the survey as part of their own search. The researchers conclude: "Based on these findings, including a site and its keywords in search engines database would be particularly fruitful and inexpensive method to target respondents particularly North Americans."

Banner ads on websites also offer a significant targeting opportunity, according to the researchers. While fewer people, 225, responded, they were from the targeted groups. A banner ad on a mobile phone site had a response rate of almost 5 percent, double the usual rate. The researchers warn, "It is important to check where banners will be placed and to determine whether the site’s audience fulfills the respondent profile. Banner advertisements have little space to explain to potential respondents anything about the survey. To attract respondents with specific characteristics, it useful to mention an incentive that appeals to them directly."

The researchers do not recommend newsgroups to solicit responses. Response rates were far less than the 2 percent found with more traditional methods. Postings yielded responses from targeted groups — for example, alt.fashion produced responses from women. Three times as many responses were received when an incentive was mentioned. The financial cost to the sender per potential respondent is low. However, the cost to the readers as a group and the loss of goodwill from those who take offense at the request is high.

"Internet users are typically resistant to being used for the practice of completely self-serving commercial activity, including performing market research, " the researchers note, concluding: "Reputable firms will keep in mind that the recipient must pay to receive what to them is junk mail."

The researchers warn, "Broad, completely unsolicited e-mailing where most recipients have little interest in the contents, spamming, is frowned upon and is now illegal in some U.S. states."

They add, "Respondents must be carefully, appropriately, and respectfully targeted. This approach is not only more responsible, it produces better results."

"Contacting only the appropriate people and making it worthwhile to them will improve your chance of successfully communicating your message."

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Contacts:

Barbara Hale (814) 865-9481 (o)/ (814) 238-0997 (h) bah@psu.edu

Vicki Fong (814) 865-9481 (o)/ (814) 238-1221 (h) vfong@psu.edu

EDITORS: Dr. Ritter is at (814) 865-4453 or ritter@ist.psu.edu by email; Tanya Cheyne is at tany.cheyne@ncr.com by email.