The rapid advance in technology has introduced the new way of research. That is online research. What made me feel attractive about the online research are the qualitative data and the high efficiency.
According to Adam N. Joinson in the book “Virtual Methods: Issues in Social Research on the Internet”, anonymity in online research makes a large contribution toward the qualitative data. Judging from our group assignments we did in class, I agree with it. I felt no restriction in online interview and could response honestly without worrying about what others think of me. I strongly felt this when my group partner asked me “Why do you want to become physiotherapist?” In online research, I could answer “Because I want to help rehabilitation traing of the physically handicapped.” However, I think I cannot answer like this in the face-to-face interview. This summer, I met a girl who was fighting against an incurable disease. Due to her disease, she had a difficulty in walking. It is said that the day will come soon when she is not able to walk by herself. In order to prevent her disease from getting worse, she is working hard at rehabilitation training every day. I was deeply moved by her strenuous efforts and learned the importance of life. Now, I really want to help those who are doing their best in rehabilitation training as a physiotherapist. As I stated before, in face-to-face interview, it is a little bit difficult for me to say “I want to become a physiotherapist.” One reason is that I am afraid of what the researcher will think of me when I answered so. I feel ashamed when the researcher thinks that I don’t deserve that job. I also hesitate to say “I want to help those who have physically handicapped”. Her understanding the value of her own life, I respect that girl with an incurable disease. But, the researcher or others may think it is hypocritical to help the handicapped. In brief, I realized that the face-to-face interview has a restriction on free expression of own genuine ideas because we care about others’ perception toward ourselves in the society. On the other hand, online research, provides us anonymity and therefore qualitative data. Another attractiveness I realized through the group assignment in class was the efficiency of online research. Unlike traditional face-to-face or telephone interviews, we can collect data efficiently without wasting time and cost.
I also wondered about one possible weak point of online research. The online research may have a restriction on the representativeness of sample population. Although the computer is very popular in the society, the main users of the Internet are the rich and the youth (people under 50 years old). In the case of online marketing research, reflection the desires and opinions of them, online research is making a contribution for the future society where these population have a great power.
Here is a YouTube that shows the importance of advanced research in the marketing!
[YouTube=http://youtube.com/watch?v=WEw7VQJ1P3w]
