Visitor Media Research (VMR)

VMR is the largest and most extensive online tracking survey system in Hungary, which has helped the work of website operators, online media agencies and advertisers with designing effective advertisement campaigns for over five years.

VMR, which constantly adjusts to changes in the market and its needs, surveys demographic features, characteristics related to internet use, online and offline media use, consumption and attitudes to advertisements of internet users and visitors of websites participating in the survey every six months.

VMR’s aim is to provide not only basic demographic data but also specific information about consumption patterns of visitors of websites, which help to reach target groups of advertisement campaigns more effectively and specifically.

The VMR survey’s questionnaire includes the following areas:

• demographic features
• internet use
• online and offline media use, cross-readership
• habits of consumption and use of brands (FMCG, long-life consumer goods, services)
• e-commerce, internet shopping
• e-banking, financial transactions via the internet
• use of other online services
• opinions on online and offline advertisements, attitudes towards advertisements

From 2007 Visitor Media Research is done through NRC’s NetPanel system. The database is weighted by offline data from the TNS-NRC InterBus research so VMR’s results are representative of the 18-69-year-old population using the internet at least once a week regarding demographic variables (sex, age, qualifications, type of settlement) and features of internet use (frequency and place of use, type of internet connection at home).

SITEisfaction – Website visitor satisfaction survey

We recommend the website visitor satisfaction survey to those website operators who wish to measure the extent to which visitors of their site are satisfied with it: elements of content and form and the range and quality of services it provides.

In the survey the standard questionnaire is combined with specific questions or blocks of questions relating to the site, therefore SITEisfaction can test factors influencing visitors’ satisfaction with a well-tried yet flexible methodology.

SITEisfaction is based on an online questionnaire survey, in which respondents, who are visitors of the website involved, are requested to participate either directly on the site – by banners or other advertisements and notices – or through direct emails sent to users.

The website visitor survey can be supplemented by a survey representative of those using the internet at least once a week, where respondents of the survey are recruited from NRC’s online panel (NetPanel). While surveys done with visitors provide a better insight to opinions on features of the website studied (as respondents fill out the questionnaire directly on the site having ‘fresh memories’), a representative survey can provide a wider range of information available. In case of websites with a great number of visitors the representative sample can play a controlling or weighting role and also provide information on requirements of visitors of the sites in question as well as opinions on competitors’ sites.

The third, focus group stage of SITEisfaction can complete online data collection methods sufficiently, however, it can also be applied separately. In these focus groups visitors of the websites involved and those visiting competitors’ sites discuss what they like or dislike about the websites in question. Participants assess homepages, their form and content, on laptops with internet connection. Quality of arrangement and navigation possibilities of the site are measured by the software Captivate: this software records movements of the mouse as a film, therefore users’ ‘wandering’ on the site can be traced back and analyzed – while completing pre-determined tasks as well.

Qualitative results of focus group discussions can tinge conclusions drawn from questionnaire surveys: they can reveal reasons behind numerical data and they are especially useful to provide valuable ideas and information regarding the website’s improvement or reconstruction.

Website image survey

NRC’s proprietary survey method developed to measure website image surveys visitors’ opinions on websites belonging to the same category based on a standard methodology and questionnaire. Website image survey – as opposed to SITEisfaction – is a comparative survey: it compares the image of the site with the average image of other websites in the same category taking into consideration the relative importance of each image element.

The average image of website categories (news portals, dating sites, banks’ homepages) and the importance of different factors related to these categories are determined on NRC’s online panel (NetPanel) by a survey representative of internet users. The image of the website studied is assessed by an online survey done with the participation of visitors of the site. During data collection respondents are recruited from the circle of visitors either directly on the site – by banners or other advertisements and notices – or through direct emails sent to registered users.

The image of websites is derived from general factors (design, navigation, interactivity, etc.) or specific factors related to the given website category. It is determined by using identical scales in case of each aspect influencing image, taking into consideration the weight of different parameters, which may be different in each category, of course.

Testing websites prior to introduction

NRC offers both quantitative and qualitative solutions for testing the concepts of sites before they are introduced. Opinions of visitors targeted by the site can be revealed by using the questionnaire technique; this provides a possibility to introduce the elements and other optional concepts of the prospective site and to obtain respondents’ opinions at the same time. Respondents belonging to the target group are recruited from NRC’s online panel (NetPanel).

Concepts can be studied through focus group discussions. Participants assess homepages, their form and content, on laptops with internet connection. Quality of arrangement and navigation possibilities of the site are measured by the software Captivate: this software records movements of the mouse as a film, therefore users’ ‘wandering’ on the site can be traced back and analyzed – while completing pre-determined tasks as well.

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