I sit on the train and ride from the GOR '09 home. All in all a successful conference. Here are some impressions, reports, retelling ... DAY 3:
keynote of the last day of the conference was titled: trends in online measurement: From visits and clicks to blogs and engagement . Either it is to my morning "non-performance" or the speech that this is incomprehensible / mitdenkbar. But when I look at the small number of participants in the huge auditorium of the University and see that the few participants in the 5-minute intervals flow out, it's either on the morning of "non-performance" of others, or just at the speaker. He speaks without argument structure, his films consist of complete sentences - written in 6 point and a line spacing of about 1 mm - and his enthusiasm is congruent with that of a stoic. AND: He is not talking about theme's, but that he as a media professional a shift in media consumption from TV to Internet could find out (!). Wow!
second lesson, delivered by John Nail (not the orator, which I criticized just as rude): "Social media measurement is still too young to set standards for It's premature to force on audience measurement. standard on social media. "
Axel Maireder his study presented on" Internet usage in schools for's Austrian lessons Ministry is presented. Operated by the University of Vienna. The applied research process was that of "Grounded Theory" and was used for this Focus Groups Findings SOME. Interesting that students think that information from the Internet per se well you question this information do not even The reason is that teachers give to "Internet works" no feedback, or the sources are not. evaluate. "As long as this works, take the children that internet information is" good "." teachers in turn trust the information NOT use this but still. A paradox. Also believe young people "blind" to the "wisdom of the masses." A quote of a 10-year-old student: "When people say 10, the wall is 10 meters high and 2 people say, she is 9 meters high, then I think the 10 people." Expert opinions are not considered important. The homework is often interrupted by periods of Mail's and chatting. The result: last homework up to 4 hours. 4h These are the thoughts of the students assigned to the homework and the load (workload) by the school is rated very subjective. The teachers feel through the net a "loss of control and consequently feel they have a" loss of authority ". A vicious cycle of a "lack of practical knowledge" in dealing with the Internet in the teaching occurs. They also have enough confidence in their knowledge in relation to the Internet. This is very very high in Austria, but it lacks the self-confidence and they dare not therefore use the Internet. Teachers feel that students them is far superior. All in all a positive image of Internet use in schools ...
Anja Johanning focused on communities as a working tool, for? How and when are they used? What impact has the use of skills of employees? And how can a community ( marketing.de secretaria.de etc.) have to be used in a professional environment?
DAY 2:
Prof. Jon A. Krosnick of Stanford University gave the keynote address to the GOR '09. He was addressing the following question: "Does fashion matter What about data quality?". And they responded very profound (it has been operating for decades a very large scale (industry partners, government, etc.), comparative studies between phone, paper & pencil, Internet and face-to-face interviews). And yes: "Fashion does matter!" He showed extreme differences in the results (different rank orders, error rates of up to 25% for frequencies, etc., etc.) and one should be very very aware of the impact on the results of the survey methods have (may). Not new it all! No na - Results? But profoundly researched and presented boldly.
The survey method used by him, in his opinion the current optimum. Together with the U.S. Department 1000 laptops have been bought, paid for 1000 High-speed Internet access and this infrastructure has been made to 1,000 randomly selected households which need to perform 1/month for half a year a survey. You receive for each questionnaire also $ 10. This combination of classic "randomized sampling" (associated with a return rate of 97%) and the positives of online surveys (users have time to consider the effects of survey experience are much smaller, user does not respond adjusted socially, etc.) combine the best of both worlds "- the on-and Offline Research).
Then I attended the session with presentations / research on "Social Web". Stefan Wehrli researched personality factors that explain participation in social networks. For the latest results, it here to download. Fascinating detail: neuroticism (ie people in real life, therefore, find it difficult to network) is just for social communities is a positive factor in the degree of participation. All come together so crazy in Facebook? ;-)
Monika Taddicken led group interviews with people, factors that should affect the "Disclosure" level in the use of Web 2.0 communities to filter out. Level of Activity, Privacy Concerns, Trust Worthiness of Application, Social Context, (expected) benefits, data management possibilities, Impression Management and Awarness were found factors related to different groups of people (Active-Users, Semi-Active-Users, Non-Active -Users) act differently. The lecture is it the next day via http://webresearcherblog.wordpress.com/ for download.
This afternoon, I first had a meeting with an employee of the company Senso motoric Instruments . Because we have an eye-tracking system used by SMI and have an experience with the advertiser's always very exciting because current information about existing and forthcoming software updates can be obtained. Respectively. the other direction of communication for the SMI is exciting, because knowing this will always be happy, what (what research subjects), we work to improve the effect to their system. V. a. if problems occur / are encountered. 
Then it was off to the best Practice Session. "Here, the companies Porsche (they ask their customers online for customer satisfaction), Swisscom (they bring the brand values that exist in the minds of their customers and compare these" pictures "with the paper defined brand values from ) and the AGOF (this year have raised their Internet usage behavior of the Germans) from their practical experience with online surveys. exciting especially the testimony of representatives from Porsche, who see their survey only as a tool for measuring customer satisfaction, but even as a tool for influencing customer satisfaction! They have found that an improvement of the questioning Tools positive impact has on the self-satisfaction. Of course it supports the strong intrinsic motivation of the customers who see in the product not a commodity, but are extremely emotionally attached to and an improvement of the product have genuine interest. 
the end it went from bad to worse. Respectively. of "Porsche" in the world of political opinion polls. The political opinion poll according YouGovPsychonomics hard lately come under pressure because the prediction shows strong deviations from the actual voting behavior (cited were the elections in Bavaria, Carinthia, the Austrian NO select, dt parliamentary elections). Some differences were up to 17% (!!!) noted. Without knowing the reasons, the socially appropriate response behavior under CATI was assumed interviews. And therefore have been carried out large-scale field studies to online surveys in the area of "voting behavior research" to introduce (for example, as part of the London Bürgermeisterawahlen ). These all showed better (!) Forecast results than the traditional off-line data collection methods. The steps between the survey and forecast (weightings (quota sampling) bias calculations Calculating the behavior code, etc.) must of course be done as carefully ... was then even a site analysis of the Austrian parties, conducted within the framework of the NR-election of '08 Fri Russ Mann of the University of Vienna presented. Delivered Conclusion: Small parties take advantage of the better options because they have less marketing budget and seek their salvation in the Web. Exception: the FPÖ.
DAY 1: Eye Tracking
was the theme of the workshop in the early afternoon that I visited today. Robertino Pereira of the firm Tobii Technology spoke about the basics of eye tracking and usability testing. Exciting that an employee of the direct competitor, from SMI, as the audience sat. Exciting, because the FH Salzburg a system of SMI owns and I was able to close such personal contact with the employee, and I with him for the next few days personal "tutoring" agreed. Good luck!
link of the day: Google is working hard with eye tracking to analyze and improve their products. Here the relevant articles in the official Google blog .
Finally, a video show that is to see that is not long exercise. Eye-tracking can ultimately only be measured to see, do not assume, however, the! A conclusion to the exercise, when the fixation (= The moment when the view is displayed and you have a small aperture (large thumbnail) looks sharp) and saccades (eye movements, where one sees a maximum of fuzzy, often colorless shade, interpreted), will always be a good piece of interpretation.
I still sitting here in an old auditorium of the university (ie Infrastructural the university's are to be envied by no means ...) and the presentation of today's late afternoon approached directly proportional to the number of outlets in this space (= 0!). It's about pitfalls in the online market research and are so "logical" (or they are purely hand-and it is by no means methodological considerations) that these are interesting for People who could still collect no experience with online surveys ... I think I'll go in the sun. But how do I do it to appear without Disrespectful?
DAY 0 : bin on his way to Vienna on the main university to General Online Research 2009 . Am personally very excited about what the next few days will be dikskutiert as a status-quo of online research ...
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