1. Do you think P&G used the right research method to answer the research question? What about mall interviews or IDIs?
2. How does a company recruit the right respondents for its online and social media communities?
3. Researchers talk about getting richer understanding from online communities. What does this really mean?
4. How might a firm like Estee Lauder use this information? Should they also create an online community? Have they done so already?

Key Terms 6. Is panel management a critical task for a quality online 8. What is geofencing, and how can it be used in var 9. Explain the difference between a traditional marketing research survey and a social media community research project closed online panel recruitment 146 open online panel recruitment 145 commercial online panel 145 unrestricted Internet sample 142 1. Do you think that eventually all marketing research will be done with mobile devices? Why or why not? panel? 2. Discuss the advantages and disadvantages of online 7. What are the keys to a good mobile survey? focus groups. 3. Discuss the popularity of online survey research. Why is it vey research? so popular? 4. Describe some ways to recrult for online panels. 5. How does one avoid professional survey takers with 10. How can one conduct a focus group using Facebook? online panels? Questions for Review & Critical Thinking Working the Net 1. Determine the 10 highest-income counties in the United States; where the highest ratio of pickup trucks per capita is found; the oldest median age zip code in America; a reader pro- file on Fast Company magazine; where most avocados are grown; and this week's smartphone usage in the United States. 2. Compare and contrast the offerings of www.surveysampling .com; www.zommerang.com; www.researchnow.com; and www.surveymonkey.com. 3. Conduct a one- r two-question survey using the Survey Mon- key Facebook app or TwitPolls on Twitter 4. Can surveys be conducted on YouTube, LinkedIn, Google, or Pinterest? If so, explain how. 5. Go to www.gutcheckit.com and explain its Instant Research Communities. Real-Life Research 7.1 Procter & Gamble Uses Its Online Community to Help Develop Scents for a New Product Line made them feel good. By week's end, they had images, videos, and simple text messages about cut grass, fresh paint, play dough, and other aromas that revealed volumes about how scent triggers not just nostalgia but feeling of competence, adventur ousness, comfort, and other powerful emotions. This scents project illustrates how mobile enables disco ery around specific sensation. But P&G also embarked on an When Procter & Gamble was developing scents for a new product line, it asked members of its online community to simply record the scents that they encountered over the course of a day that Real-Life Research 153 ambitious attempt to get a more holistic understanding of its picture. "I see my smile, yet again, I also see that my face needs pow- consumer-who she is, where she goes, what she sees. So, using dering and my eyes are tired." a research application, community members were asked to share But is that what other women saw when they looked at her? beauty moments-the sensory experiences and encounters with Some glances were pretty sharply appraising. "She seems to have beauty products and brands that they have during the week, both a bit of acne," one unsentimental member wrote. Her nose ring at home and out in the world. A great deal was learned about how doesn't go with the rest of her," wrote another. "Bright, happy they feel at different times of day, in different contexts, about eyes." observed one admirer. "Absolutely great smile. White what triggers them to use an existing product or try a new one. teeth," wrote another. Overall, the "critics" were kinder than Beauty is a highly subjective attribute and feeling beautiful is the subject. a highly dynamic state. So P&G enlisted its community members Is it surprising to learn that young women are harder to help it go deeper, not just through more personal, one-to-one on themselves than others tend to be? Probably not. But the sharing via these mobile apps buy through collective collabora deeper lesson in this experience is about the positive potential tion. After all, while emerging new tools and apps make people of collaboration-between technologies (mobile vs. online), more accurate reports, they still have to be willing to do it. That's between consumers, and between consumers and brands. why it's so important to be able to establish intimacy, trust and relationship in one venue, like an online community or series of Questions advisory group meetings or online chats that you can then apply 1. Do you think P&G used the right research method to answer to mobile projects, and vice versa. the research question? What about mall interviews or IDls? In this example, P&G was trying to discover the parallels and 2. How does a company recruit the "right" respondents for its discrepancies between how other see them. So community mem- online and social media communities? bers simply used their phones to take pictures of themselves in the moment-at home or at work-and post them, along with their own 3. Researchers talk about getting "richer understanding" from critique. Then other community members privately and anony- online communities. What does this really mean? mously commented on the images. 4. How might a firm like Estee Lauder use this information? "This is me after work. I am still wearing work clothes, tired, Should they also create an online community? Have they but feeling good," wrote one brave volunteer beneath her uploaded done so already