Skip to main content
SpringerLink
Log in

Qualitative Analyse von Online Communities für Neuproduktentscheidungen

  • Original Empirical Research
  • Published:
der markt

Zusammenfassung

In zunehmendem Maße verwenden KonsumentInnen computer-basierte Kommunikationsformen, Bulletin-boards, Newsgroups, Chatrooms, Emailverteiler und Webseiten und sonstige online Formate um sich auszutauschen beziehungsweise um nach Produkten zu recherchieren und diese zu vergleichen. Online Communities haben sich als ausgezeichnete Möglichkeit erwiesen um allgemein verfügbares Wissen und Produkt Know-how KonsumentInnen und auch Unternehmen verfügbar zu machen. In der Praxis der Marketingforschung wird dieser Wissenspool jedoch noch unzureichend genutzt und Produktneugestaltung und Produktvariationsentscheidungen auf der Basis von Online Communities sind noch eine Seltenheit. Dieses Manuskript stellt Online Communities als eine kostengünstige und vielfältige Alternative für qualitative Marktforschung vor. Es werden Wege und Möglichkeiten diskutiert wie qualitative Information aus Online Communities für Analysen verfügbar gemacht werden können und wie diese als Grundlage für Neuprodukt- und Produktvariationsentscheidungen Verwendung finden können.

Abstract

Consumers are attending to computer-mediated communications, newsgroups, chat rooms, email list servers, personal World Wide Web pages, and other online formats to share ideas and obtain information about products. Online communities and virtual communities have emerged as new tools which represent a fascinating pool of collective experience and product know-how. However, the utilization and analysis of this body of knowledge for new product development and innovation is still at its infancy. This paper suggests that online communities offer a cost-effective and rich platform for qualitative market-research. We explain how to identify and access online communities, and how to convert qualitative information available in online community sites into strategic input for new product decisions.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Abb. 1
Abb. 2

Notes

  1. Rollenspiel das auf einem zentralen Computer (Server), auf dem sich mehrere Spieler (Mudder oder MudHead) gleichzeitig einloggen können (http://de.wikipedia.org/wiki/Multi_User_Dungeon).

  2. „Minern“ bezieht sich auf eine Spielaktivität in EVEOnline, nämlich durch Bergbau Geld zu verdienen.

  3. Anmerkung: „afk \( = \) away from keybord“; Benutzer sitzt gerade nicht am Rechner.

Literatur

  • Aghamanoukjan A, Buber R, Meyer M (2007) Qualitative Interviews. In: Buber R, Holzmüller HH (Hrsg) Qualitative Marktforschung – Theorie, Methode, Analyse. Gabler, Wiesbaden

    Google Scholar 

  • Anderson WT, Challagalla GN, McFarland RG (1999) Anatomy of exchange. J  Market Theory Pract 7(4):8–19

    Google Scholar 

  • Andrews D, Preece J, Turoff M (2002) A  conceptual framework for demographic groups resistant to on-line community interaction. Int J Electron Comm 6(3):9–24

    Google Scholar 

  • Armstrong A, Hagel J (1996) The real value of on-line communities. Harvard Bus Rev 74(3):134–141

    Google Scholar 

  • Bagozzi RP, Dholakia UM (2002) Intentional social action in virtual communities. J  Interac Mark 16(2):2–21

    Article  Google Scholar 

  • Balasubramanian S, Mahajan V (2001) The economic leverage of the virtual community. Int J Electron Comm 5(3):103–138

    Google Scholar 

  • Beckmann SC, Langer R (2007) Netnographie. In: Buber R, Holzmüller HH (Hrsg) Qualitative Marktforschung – Theorie, Methode, Analyse. Gabler, Wiesbaden

    Google Scholar 

  • Blanchard AL (2008) Testing a model of sense of virtual community. Comput Hum Behav 24(5):2107–2123

    Article  Google Scholar 

  • Brown J, Broderick AJ, Lee N (2007) Word of mouth communication within online communities: conceptualizing the online social network. J  Interac Mark 21(3):2–20

    Article  Google Scholar 

  • Casaló LV, Flavián C, Guinalíu M (2008) Fundaments of trust management in the development of virtual communities. Manage Res News 31(5):324–338

    Article  Google Scholar 

  • Chiu CM, Hsu MH, Wang ETG (2006) Understanding knowledge sharing in virtual communities: an integration of social capital and social cognitive theories. Decis Support Syst 42(3):1872–1888

    Article  Google Scholar 

  • Cropanzano R, Mitchell MS (2005) Social exchange theory: an interdisciplinary review. J  Manage 31(6):874–900

    Google Scholar 

  • Dholakia UM, Bagozzi RP, Klein Pearo L (2004) A social influence model of consumer participation in network- and small-group-based virtual communities. Int J Res Mark 21(3):241–263

    Article  Google Scholar 

  • Emerson RM (1976) Social exchange theory. Annu Rev Sociol 2:335–362

    Article  Google Scholar 

  • England D, Gray P (1998) Temporal aspects of interaction in shared virtual worlds. Interact Comput 11(1):87–105

    Article  Google Scholar 

  • Franke N, Piller FT (2003) Key research issues in user interaction with user toolkits in a mass customisation system. Int J Technol Manage 26(5/6):578–599

    Article  Google Scholar 

  • Franke N, Piller P (2004) Value creation by toolkits for user innovation and design: the case of the watch market. J  Prod Innovat Manag 21(6):401–415

    Article  Google Scholar 

  • Füller J, Bartl M, Ernst H, Mühlbacher H (2006) Community based innovation: how to integrate members of virtual communities into new product development. Electro Commer Res 6(1):57–73

    Article  Google Scholar 

  • Füller J, Jawecki G, Mühlbacher H (2007) Innovation creation by online basketball communities. J  Bus Res 60(1):60–71

    Article  Google Scholar 

  • Ghauri PN, Firth R (2009) The formalization of case study research in international business. der Markt (in Druck)

  • Ghauri PN, Grønhaug K (2005) Research methods in business studies: a practical guide, 3rd ed. Financial Times Prentice Hall, London

    Google Scholar 

  • di Gregorio S (2007) Software-Instrumente Zur Unterstützung Qualitativer Analyse. In: Buber R, Holzmüller HH (Hrsg) Qualitative Marktforschung – Theorie, Methode, Analyse. Gabler, Wiesbaden

    Google Scholar 

  • Gu B, Konana P, Rajagopalan B, Chen HWM (2007) Competition among virtual communities and user valuation: the case of investing-related communities. Inform Syst Res 18(1):68–85

    Article  Google Scholar 

  • Guba EG, Lincoln YS (1989) Fourth generation evaluation. Sage Publications, Newbury Park, CA

    Google Scholar 

  • Hagel J, Armstrong A (1997) Net gain: expanding markets through virtual communities. Harvard Business School Press, Boston

    Google Scholar 

  • Hemetsberger A (2002) Fostering cooperation on the internet: social exchange processes in innovative virtual consumer communities. Adv Consum Res 29(1):354–356

    Google Scholar 

  • von Hippel E (2001) Perspective: user toolkits for innovation. J  Prod Innovat Manag 18(4):247–257

    Article  Google Scholar 

  • von Hippel E, von Krogh G (2003) Open source software and the “private-collective” innovation model: issues for organization science. Organ Sci 14(2):209–223

    Article  Google Scholar 

  • Hitzler R (2007) Ethnographie. In: Buber R, Holzmüller HH (Hrsg) Qualitative Marktforschung – Theorie, Methode, Analyse. Gabler, Wiesbaden

    Google Scholar 

  • Hoffman DL, Novak TP (1996) Marketing in hypermedia computer-mediated environments: conceptual foundations. J  Marketing 60(3):50–68

    Article  Google Scholar 

  • Hsu CL, Lu HP (2007) Consumer behavior in online game communities: a motivational factor perspective. Comput Hum Behav 23(3):1642–1659

    Article  Google Scholar 

  • Jang H, Lorne O, Ko I, Koh J, Kim K (2008) The influence of on-line brand community characteristics on community commitment and brand loyalty. Int J Electron Comm 12(3):57–80

    Article  Google Scholar 

  • Koh J, Kim YG (2003) Sense of virtual community: a conceptual framework and empirical validation. Int J Electron Comm 8(2):75–93

    Google Scholar 

  • Kollock P, Smith M (1999) Communities in cyberspace. Routledge, London

    Google Scholar 

  • Kozinets RV (1999) E-tribalized marketing?: The strategic implications of virtual communities of consumption. Eur Manage  J 17(3):252–264

    Article  Google Scholar 

  • Kozinets RV (2002) The field behind the screen: using netnography for marketing research in online communities. J  Marketing Res 39(1):61–72

    Article  Google Scholar 

  • Kuckartz U (2007) Computergestützte Analyse Qualitativer Daten. In: Buber R, Holzmüller HH (Hrsg) Qualitative Marktforschung – Theorie, Methode, Analyse. Gabler, Wiesbaden

    Google Scholar 

  • Marschan-Piekkari R, Welch C (eds) (2004) Handbook of qualitative research methods for international business. Edward Elgar, Cheltenham, UK

    Google Scholar 

  • Mennecke B, Terando WD, Janvrin DJ, Dilla WN (2007) It's just a game, or is it? Real money, real income, and real taxes in virtual worlds. Communications of AIS, 19. http://ssrn.com/abstract=1022064. Letzter Zugriff 20. März 2009

  • Miller KD, Fabian F, Lin SJ (2009) Strategies for online communities. Strategic Manage  J 30(3):305–322

    Article  Google Scholar 

  • Muniz AM Jr, O'Guinn TC (2001) Brand community. J  Consum Res 27(4):412–432

    Article  Google Scholar 

  • Okoli C, Pawlowski SD (2004) The Delphi method as a research tool: an example, design considerations and applications. Inform Manage 42(1):15–29

    Google Scholar 

  • Penz E (2007) Paradoxical effects of the internet from a consumer perspective. Crit Perspecs Int Bus 3(4):364–380

    Article  Google Scholar 

  • Penz E, Sinkovics RR (2005) Formalisierung Qualitativer Internationaler Marketingforschung – Grundsätze und Anwendungsfall. In: Holzmüller HH, Schuh A (Hrsg) Innovationen Im Sektoralen Marketing – Festschrift Zum 60. Geburtstag von Fritz Scheuch. Physica Verlag, Heidelberg

    Google Scholar 

  • Preece J (2000) Online communities: supporting sociability, designing usability. Wiley, New York

    Google Scholar 

  • Rheingold H (1993) The virtual community: homesteading on the electronic frontier. Secker and Warburg, London

    Google Scholar 

  • Richards L (2000) Using NVivo in qualitative research, 2nd ed. QSR International Pty., Bundoora, Victoria, Australia

    Google Scholar 

  • Ridings CM, Gefen D, Arinze B (2002) Some antecedents and effects of trust in virtual communities. J  Strategic Inf Syst 11(3–4):271–295

    Article  Google Scholar 

  • Robins K (1996) Cyberspace and the world we live in. In: Dovey J (ed) Fractal dreams: new media in social context. Lawrence & Wishart, London

    Google Scholar 

  • Rowe G, Wright G (1999) The Delphi technique as a forecasting tool: issues and analysis. Int J Forecasting 15(4):353–375

    Article  Google Scholar 

  • Schuler D (1996) New community networks: wired for change. Addison-Wesley, Reading, MA

    Google Scholar 

  • Sinkovics RR, Penz E (2007) Mehrsprachige Interviews und Softwaregestützte Analyse – Problemlösungen und Implementierung mit Nvivo7. In: Buber R, Holzmüller HH (Hrsg) Qualitative Marktforschung – Theorie, Methode, Analyse. Gabler, Wiesbaden

    Google Scholar 

  • Sinkovics RR, Penz E, Ghauri PN (2005) Analysing textual data in international marketing research. Qual Market Res Int  J 8(1):9–38

    Article  Google Scholar 

  • Sinkovics RR, Penz E, Ghauri PN (2008) Enhancing the trustworthiness of qualitative research in international business. Manage Int Rev 48(6):689–714

    Article  Google Scholar 

  • Steinke I (2007) Die Güte Qualitativer Marktforschung. In: Buber R, Holzmüller HH (Hrsg) Qualitative Marktforschung – Theorie, Methode, Analyse. Gabler, Wiesbaden

    Google Scholar 

  • Wasko McLure M, Faraj S (2005) Why Should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS Quart 29(1):35–57

    Google Scholar 

  • Winkler K, Mandl H (2004) Virtuelle Communities – Kennzeichen, Gestaltungsprinzipien und Wissensmanagement-Prozesse. Ludwig-Maximilians-Universität, München

    Google Scholar 

Download references

Danksagung

Die Autoren danken Stefan Kliment und Yen-Ting Lai für ihre Unterstützung in der Datensammlung und -analyse, sowie Noemi Pezderka und Matthias Hossinger für ihre konstruktive Kritik und Unterstützung zur Weiterentwicklung von früheren Entwürfen dieses Artikels.

Author information

Authors and Affiliations

  1. Manchester Business School, Booth Street West, M15 6PB, Manchester, UK

    Rudolf R. Sinkovics

  2. Wirtschaftsuniversität Wien, Augasse 2–6, 1090, Wien, Österreich

    Elfriede Penz

  3. University of Murcia, Campus de Espinardo, 30100, Murcia, Spain

    Francisco Jose Molina Castillo

Authors
  1. Rudolf R. Sinkovics
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Elfriede Penz
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Francisco Jose Molina Castillo
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Rudolf R. Sinkovics.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Sinkovics, R.R., Penz, E. & Molina Castillo, F.J. Qualitative Analyse von Online Communities für Neuproduktentscheidungen. markt 48, 61–72 (2009). https://doi.org/10.1007/s12642-009-0004-0

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s12642-009-0004-0

Schlüsselwörter

Keywords

Search

Navigation