Qualitative Market Research Online - Easier Said than Typed
20 Pages Posted: 12 Jan 2006
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: 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
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