Web 2.0 and Social Networks


Special issue on Web 2.0 and Social Networks: The Implications for Market Research, International Journal of Market Research, Edited by Mike Cooke; Deadline 1st Feb 2008

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International Journal of Market Research
Special Issue on Web 2.0 and Social Networks: The implications for market research

Guest Editor: Mike Cooke, GfK NOP

The key characteristic of Web 2.0 is that it lets people collaborate and share information online. You will recognise elements of this architecture in the form of blogs, wikis, podcasts, P2P file sharing, virtual worlds and social networks. Some of these have been rapidly adopted by the market research community and are creating a new type of research that can be best understood as a ‘platform of participation’.

In this special edition of the IJMR we wish to explore how the market research industry can take advantage of Web 2.0 and the methodological implications for theory and practice as market researchers operationalise this new research domain.

This special edition will therefore try to cover any aspect of Web 2.0 that you feel is important for market research. The types of issues that we would welcome papers on are:

  • Where is the market research industry heading in the Web 2.0 world?
  • Case studies that demonstrate the use of Web 2.0 applications
  • Methodological studies that discuss the implications of using web 2.0 applications
  • Social network sites
  • Web 2.0 as a consumer co-creation vehicle
  • Creative uses of Web 2.0 to encourage respondent co-operation and engagement
  • Meta data, tagging, folksonomies, mashups, predictive markets
  • The use of ‘community panels’ and the research opportunities they present
  • Panel recruitment and quality issues. Issues around using multiple panel sources.
  • The new qualitative research opportunities that Web 2.0 can facilitate
  • How can we be ‘confident’ in web 2.0 research findings? Do we need new metrics to give us confidence in our research?
  • Mixed modes of research: case studies and methodological discussions
  • Research in virtual worlds and social networks
  • Will research adopt open source thinking and approaches as is happening within marketing?
  • What are the ethical implications of Web 2.0?

This list is by no means exhaustive but aims to serve as a broad guide to the types of topics we would like to cover. We would welcome contributions from market research practitioners, academics working in this field, and social or public sector related sources.

Submissions might be formal papers (up to 5,000 words); case studies, ‘thinkpieces’ or examples of best practice for the new Forum section (1,500–2,500 words) or a Viewpoint (500 words). We plan to publish this special issue in July 2008, contributions for should be submitted by 1st February 2008. Authors wanting more information, or to discuss possible ideas or outlines of contributions should contact ijmreditor@warc.com or visit www.ijmr.com

International Journal of Market Research,
World Advertising Research Center,
Farm Road, Henley-on-Thames, Oxfordshire, RG9 1EJ, UK
Tel: +44 (0)1491 418688
Email: ijmreditor@warc.com