Advantages and Limitations of Online Research Method
Prednosti i nedostaci onlajn-istraživanja
Abstract
Online marketing research approach is the most recent methodological approach to marketing research that has not been sufficiently explored yet. Despite numerous shortcomings attributed to online research method, its use is growing rapidly, especially in the developed countries. For conducting quality online marketing research, we need to maximize the opportunities and minimize restrictions of the method. It is therefore essential that the advantages and disadvantages are understood well and that potential solutions to the problems that arise in this type of research, are found. The aim of this paper is to show the advantages and disadvantages of online research based on the existing literature and to give potential solutions to problems. By comparing traditional and online marketing research methods we conclude that online research is in some areas better and in some worse than traditional research and the success of the research largely depends on: how familiar a researcher is with the advantages and disadvantages of a particular method of data collection, on the very nature of the problem and on how experimental design is defined.
Apstrakt
Najnoviji metodološki pristup marketinškom istraživanju koji još uvek nije dovoljno istražen jeste onlajn pristup. Uprkos brojnim nedostacima onlajn-istraživanja se sve više koriste u svetu, posebno u razvijenim zemljama. Da bi se sprovelo kvalitetno onlajn-istraživanje neophodno je da se sa jedne strane maksimalno iskoriste mogućnosti koje ova tehnika istraživanja pruža, a sa druge strane da se izbegnu ograničenja koja porizilaze iz same prirode pristupa istraživanju. Zbog toga je neophodno da se prednosti i nedostaci dobro razumeju i da se nađu potencijalna rešenja problema koji se javljaju kod ove vrste istraživanja. Cilj ovog rada je da se na osnovu postojeće literature prikažu prednosti i nedostaci onlajn-istraživanja kao i potencijalna rešenja probelema koji se ovde javljaju. Upoređivanjem tradicionalnih i onlajn marketinških istraživanja zaključujemo da su onlajn istraživanja u nekim segmentima bolja a u nekim lošija od tradicionalnih i da uspešnost samog istraživanja u velikoj meri zavisi od: toga koliko je istraživač upoznat sa prednostima i nedostacima određenih načina prikupljanja podataka, od same prirode problema koji želi da reši i od načina kako će definisati eksperimentalni dizajn.
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