Cooper Research has been a leader in online market research since the mid 90's. For instance we were early presenters at the A.C. Nielsen Center for Marketing Research (www.bus.wisc.edu/nielsencenter) when Internet market research was just starting. Today online market research is well incorporated into our various data collection techniques and remains as one of the most viable methods of collecting market information in health care. While there still continues to be concerns about data quality and integrity as a result of inadequacies in validating responders, the inability to probe and clear answers, and in sample self selection, Cooper has taken measures to assure quality responses for all online studies we complete.

Online Quantitative Studies
There are many ways to conduct quantitative online research (e.g. email surveys, fax to domain, phone to domain, use of a controlled panel, etc.). Cooper's online experts will recommend the best method for reaching the targeted respondents. Also, we make certain that the cross section of respondents is truly representative of the target market. For example, with physicians, it is very important to find those who are active in practice and who see a certain minimum number of patients per week. Typically we screen out academic physicians, those who work for health plans or pharmaceutical companies, hospitalists, those who are in semi-retirement or retirement, those with low patient loads, and those who have consulting relationships with manufacturers.

To be successful with an online study, it is important to remember the following:

• Questionnaires must be kept short, focused, and easy to understand, especially with health care studies. For instance, if asking a physician or nurse a question about a particular procedure or technique, the questions must be very precise and technically correct. Otherwise, the answers derived are likely to be off subject and not useful.

• Open ended questions should be kept to a minimum. While online open ended answers can be quite detailed, they are often rambling and inconclusive or even too brief to be of value. Remember that the researcher does not have the opportunity to probe and clear answers, as with telephone data collection. To address this problem, the open ends are thoroughly tested beforehand and are often rewritten to assure more precise answers.

• Sample must be carefully developed. In health care, respondents are hard to reach. Typically, the larger and busier the hospital, the more difficult it becomes to obtain access to the key decision-makers. This also applies to physicians and other health care providers. Therefore, the sampling frame must be carefully thought through and strict screening qualifiers must be developed that assure a quality sample.

• Examine the results after the first few hours and daily thereafter. Look for unusual trends in the data and nonsensical/inappropriate responses.

Online Programming
After the study has been designed, sample developed, and questionnaire finalized, Cooper's technical team custom programs the online questionnaire. Within the surveys we are able to incorporate complex logic and images (such as advertisements, logos, pictures of products and procedures). Cooper Research also has the ability to conduct online surveys in multiple languages.

Online Focus Groups
Conducting qualitative research online is becoming more acceptable as a way of collecting insights and information. This method can be used for evaluating brand positioning, communications/advertising, pricing of products/services, websites, new product concepts, packaging, and employee/customer/patient satisfaction.

Cooper Research's online focus groups are a cost-effective alternative to conventional "face-to-face" focus groups since travel and facility costs are eliminated. Furthermore, online focus groups allow participants to view text, graphics, sounds/jingles, video or multimedia in order to provide reactions and feedback. Unlike traditional focus groups, there are no geographical restrictions, difficult drive times, overused respondents, or people who know each other. Additionally, complete transcripts of the online focus groups session are available immediately following each group, which is extremely valuable in discerning key insights and in pulling out key verbatim comments.

The two most utilized online methodologies are (1) real-time, virtual focus groups where six to eight respondents participate simultaneously and (2) asynchronous online bulletin boards in which 10 - 30 respondents comment over several days.

Real-time online groups tend to last 45 - 90 minutes. Ideally, 30 - 60 questions are written in advance for input during the discussion. It is important to allow enough unstructured time to ask spontaneous questions or probes as the discussion unfolds. Many moderators make the mistake of having a too highly scripted group discussion.

Bulletin board groups can last 3 to 5 days or more depending on the amount of information desired. In general, a 3 day bulletin board works best. At the beginning of each day, a predetermined list of questions is posted for respondents to answer. During each day new questions or probes can be asked (e.g., requesting a clarification or an elaboration).

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