Qualitative Market Research Online - Easier Said than Typed

20 Pages Posted: 12 Jan 2006

See all articles by Siegfried Dewitte

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB)

Hendrik Hendricks

affiliation not provided to SSRN

Abstract

Three experiments show that the relative slowness of typing in comparison with talking seriously limits the internet's potential to yield self-disclosure in qualitative market research. In experiment 1, huge self-disclosure differences between a face-to-face and an online focus group resulted from communication speed differences. Two follow-up experiments showed that people are willing to self-disclose online when allotted sufficient time to do so. We formulate recommendations for qualitative market researchers.

Keywords: Online qualitative research, Focus groups, Self-disclosure, Communication speed

Suggested Citation

Dewitte, Siegfried and Hendricks, Hendrik, Qualitative Market Research Online - Easier Said than Typed. Available at SSRN: https://ssrn.com/abstract=875296 or http://dx.doi.org/10.2139/ssrn.875296

Siegfried Dewitte (Contact Author)

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

Hendrik Hendricks

affiliation not provided to SSRN ( email )

No Address Available

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