haku: @author Morhart, F. / yhteensä: 1
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| Tekijä: | Morhart, F. Henkel, S. Herzog, W. |
| Otsikko: | Collecting hidden consumer data online: Research on homosexuals |
| Lehti: | Journal of Advertising Research
2008 : JUN, VOL. 48:2, p. 247-254 |
| Asiasana: | consumers research data collection germany segmentation |
| Vapaa asiasana: | sexuality marketing plan communication |
| Kieli: | eng |
| Tiivistelmä: | The paper is a research on homosexuals and how to collect hidden consumer data online to build solid marketing and communication plans. The challenges are both that resulting data sets are rather small and data quality is often unsatisfying, for example, due to social desirability problems. This paper will elaborate the challenges that marketing and advertisings research face and propose an online research strategy that mitigates these problems. The survey is made by applying a three step strategy to recruit survey participants for a German wide online study on television advertising preferences on homosexuals. With this online research it was possible to generate a sample of considerable size and heterogeneity, and in obtaining high quality responses, which were the goals of the study. |
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