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«2012 Онлайн исследования в России 3.0 Москва Online Market Intelligence 2012 УДК 303 ББК 73 О 58 ...»

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Online TVR-Research Diem Peter, PhD., consultant, GfK Austria (e-mail: peter.diem@gfk.com).

Key words: online focus groups, online bulletin boards, online panel, appreciation surveys, TV genres, day-after-recall, music tests At an ever increasing speed, media use is moving from offline (analogue or digital) media to online (digital) media. Media — regardless if consumed offline or online or even on two channels simultaneously — are potential objects of Web based qualitative and quantitative research. It is the intention of this article to present a number of practical examples how quantitative and qualitative online research is being (or can be) applied to research into the audio-visual media.

“Economics of RUNET 2011–2012”: methods and results of the Russian online markets study.

Davydov Sergei, Ph. D., Associate Professor, Senior Researcher, Deputy Dean of the Faculty of Media at National Research University Higher School Аннотации/Summaries of Economics. Head of the project “Economy of the Runet 2011–2012» (e-mail:

sdavydov@mail.ru);

Kiriya Ilya, PhD, Professor, Senior Researcher, Deputy Dean of the Faculty of Media at National Research University Higher School of Economics (e-mail: ilia.kiria @gmail.com).

Key words: “The Economy of Runet”, expert survey, online research, online markets, Internet advertising, electronic commerce The article is dedicated to the expert survey «Economy of the Runet 2011– 2012» by the Russian Association of Electronic Communications in partnership with the National Research University «Higher School of Economy» (Moscow).

Justification and description of the chosen research methodology are given.

Values and dynamics of 11 Russian online markets (electronic commerce, online advertising, hosting and domains, Web development, etc.) The short characteristic of current state and tendencies of development for each of the considered markets are given.

“Love Brands”: Content and methodological aspects of the research Strelkova Olga, MA in sociology National Research University Higher School of Economics, PhD student at HSE (sociological department), project manager at OMI company (e-mail: Olya.Strelkova@gmail.com).

Key words: Online research, brands, love brands.

The article deals with the methodology of the annual project of the company “Online Market Intelligence” devoted to the rating of the “love brands”. Problems and challenges of the data analysis are discussed, along with innovative decisions and some results.

Methods of improving data quality in online research with the help of non-material incentives of panel participants’ motivation Elena Solovyova, Bachelor of Sociology — National Research University Higher School of Economics (e-mail: iloveyoubaby6@gmail.com).

Key words: motivation, nonmaterial stimulation, access-panel, recruitment of members The foremost challenge that nowadays access panel providers have to handle is to switch from material stimulation of access panel members to non financial. The main purpose of this paper is to find the most suitable non financial stimulation techniques for different groups of respondents, divided by the motivation types. In order to implement this project we singled out five main types of access panels’ members and analyzed their key characteristics along with motivational scheme for each of them. Based on the given results it is possible to improve access panels’ management, the organization of interaction with access panels’ members, to elaborate new non-financial activity stimulation techniques.

Онлайн исследования в России 3. Под редакцией Шашкина А.В., Девятко И.Ф., Давыдова С.Г.

Дизайн: Светлана Голубушина Компьютерная верстка: Юлия Левашова Корректор: Ольга Пружинина Подписано в печать 10.11. Формат 60*90/16 Бумага офсетная. Печать офсетная.

Усл. печ. л. 26,25. Заказ № 2949. Тираж 1000 экз.

ООО «Издательский дом «Кодекс», 129626, г. Москва, Графский пер., д. 9, стр. 2.

Отпечатано в типографии ООО «ТИПОГРАФИЯ КЕМ»

129626, г. Москва, Графский пер., д. 9, стр. 2, тел. (495) 363- E-mail: sekret@a-kem.ru

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