Segmenting Australian online panellists based on volunteering motivations

Purpose– The purpose of this paper is to seek to assess whether online commercial panel volunteering can be segmented based on their motivations, using the volunteer functions inventor. The authors also investigate whether segments exist which differ in demographic characteristics.Design/methodology/approach– The authors survey 484 Australian online panel volunteers using a adapted version of the 30 item of the volunteer function inventory (VFI) scale developed by Clary et al. (1998). Data were analysed using confirmatory factor analysis (CFA) and cluster analysis, as well as ANOVA and χ2 test comparisons of demographics between clusters.Findings– CFA verifies that the VFI scale is suitable instrument to gauge online participants’ motivations. Cluster analysis produced a five-cluster solution, where respondents with low motivations overall comprised the largest grouping. Segments are interpreted by assessing the difference between the total sample average and the segment profile. The examination also identifies that the only demographic factor that varies across the five clusters is “respondents” employment status”.Research limitations/implications– Future research could explore if differences in segments result in differences in online participation. The high number or respondents with low motivations may explain the relatively high levels of churn that take place within online panels and as a result panel operators would need to continually attract new members. Further research could also investigate whether the levels of motivation change over time and if so what effect such variation would produce on respondents’ retention.Originality/value– Research on online panel respondents’ motivation is still limited and investigating online panellists’ motivation as volunteers is very important as it unveils, as in the study herein reported, that alternative types of respondents may be driven by different factors when joining an online panel (or completing a given survey). Recruitment strategies could, therefore, be shaped to suit the motivation of the different segments. By refining the matching between volunteers’ profiles and their motivation, managers could improve how volunteers are recruited, managed and retained.

Testing the psychometric properties of Clary's volunteer motivation scale with online panel members

Academic researchers, industry and policy-makers are increasingly using online panels as a means for data collection for their research. Online panels are frequently constituted by volunteers who can choose to accept offers to participate in research (cf. voluntary opt-in Cooper 2000). This research focuses on the importance volunteering as the primary reason as to why individuals decide to become panel members. In so doing, we tested the psychometric properties of Clary et al. 's (1998) Volunteer Functions Inventory (VFI) making use of confirmatory factor analyses and ascertained that the dimensions exhibit adequate levels of reliability and validity in an online panel member's milieu.

Providing information for business: government strategy for the online world

Governments assume a major role in providing information resources for business as a way of promoting national development. This has proven to be a much more demanding task than one might suppose, given the diversity and complexity of business needs and the limitation of government resources for undertaking the task. This chapter will: (1) identify the challenges posed for government online business information strategies, (2) discuss research relating to the information strategy of one Australian government agency to support export development among small business, and (3) set out a framework for government online information provision in a diverse industry context. Coordination of the many government information services remains a challenge, especially among different levels of government. Well-designed strategies can improve the usability of online information and the efficiency of government information services.

A constructivist framework for online collaborative learning:adult learning and collaborative learning theory

The purpose of this chapter is to review and discuss theoretical perspectives that help to frame collaborative learning online. The chapter investigates literature about the type of learning and behavior that are anticipated and researched among participants learning collaboratively and discusses how these attributes explain computer-supported collaborative learning. The literature about learning is influenced by perspectives from a number of fields, particularly philosophy, psychology, and sociology. This chapter describes some of these perspectives from the fields of cognitive psychology, adult learning, and collaborative group learning. Recent research into computer-supported collaborative learning that applies these theories will also be discussed.

Organizational factors in the diffusion of an industry standard: implementing an online documentation system for Australian exporters

At present, governments in many countries are actively engaged in the development of electronic trading and certification standards to enable the smooth operation of export markets. Standards and their usability underpin confidence in the operations of markets and their effective functioning. In institutional markets, an important role for government agencies lies in developing the initial specifications for standards for interoperable systems. Once these specifications are accepted, governments can then facilitate the eventual diffusion of a standard to the B2B marketplace. Acceptance of an industry standard can determine demand, which defines the viability of that market. In this paper, we describe an initiative by a government agency, the Australian Quarantine and Inspection Service (AQIS), in developing EXDOC, a standard for export documentation and the role that AQIS played in its implementation and diffusion. Our case study illustrates a successfully facilitated B2G implementation. It demonstrates how a standard can be supported and promulgated for the effective functioning of markets in the transition from manual to online export documentation. Once the overarching specifications for related industries have been established and diffused by government, opportunities arise for private sector markets to develop across these industries. Government agencies can promote the effective operation of standards for electronic markets. The EXDOC implementation and its iterations provide an exemplar of active engagement in the development of electronic trading and certification standards for an institutional market. Its successful diffusion provides a model of the implementation process for other export sectors and agencies.

The evolution of online teaching and learning in engineering at Deakin University

This paper presents a brief history of the use of online technologies in the support of teaching and learning in the School of Engineering and Technology at Deakin University, Victoria, Australia. It addresses the following topics: flexible engineering programs at Deakin University; computer-based learning in the School of Engineering and Technology; progression from individual efforts to formal, centralized control of the World Wide Web (Web); the costs of information technology; experiences with grant funded development projects; managing the development of online material; student access and equity; and staff development and cultural change. A sustainable online content development model is proposed to carry the School’s online initiatives in support of teaching and learning activities into the future.

A model of web use in direct and online marketing strategy

There has been less than a decade of rapid diffusion of the Internet and related technologies into the commercial world, with resultant changes in business processes, business structure and financial valuations of adopting businesses. Advocates and critics of new online business models are still addressing the relationship between online or electronic marketing using the Internet (Net) and marketing and financial outcomes. There remains a need for empirical research into specific aspects of online marketing strategy beyond click-through analysis, Web audience analysis and scrutiny of website properties to mention the most widely examined elements. This paper discusses conceptualizations underpinning development of a model of Web use in marketing strategy. The aim of the paper is to aid both business practitioner and academician alike in connecting direct and online marketing using the Web with performance outcomes

Enhancing quality in online learning : scaffolding planning and design through proactive evaluation

A major issue confronting educators is the extent to which they wish to conform to so-called paradigm shifts in teaching and learning. In the contemporary world of tertiary education these shifts embrace both pedagogy (from instructivist to constructivist) and technology (from classroom to online). As teachers and learners are faced with the potential of these new learning environments, the extent to which learning outcomes are achieved remains a high priority and subject to a wide range of evaluation strategies. Conventionally, evaluation has been positioned at the end of the instructional development cycle, to assess first whether or not the creative effort achieved the original product goals and second whether or not the desired learning outcomes were realized. In the context of online teaching and learning environments, however, the level of understanding teachers, learners and developers have of the medium can impact the ultimate effectiveness of the product. This paper articulates an additional dimension to post-development evaluation processes in proposing proactive evaluation, a framework that identifies critical online learning factors and influences that will better inform the planning, design and development of learning resources. This notion of proactive evaluation advocates resource development being undertaken where all planning activities are assessed against the evaluation criteria that would normally be applied during formative assessment. By performing these evaluation checks proactively, online learning resources will, in principle, work first time as all relevant factors and issues will have been considered and resolved. More importantly, for those participants who are new to online environments, proactive evaluation will perform a scaffolding and professional development role by enhancing online teaching or learning competencies.

Can an online tutorial pass the test for library instruction? An evaluation and comparison of library skills instruction methods for first year students at Deakin University

An online, interactive tutorial, Smart Searcher, was introduced at Deakin University as part of the Iibrary's information skills program in late 2000. As liaison librarians responsible for library skills training we wanted to compare and evaluate this mode of instruction with our normal face-to-face delivery of library instruction. This study found that students with face-to-face instruction did, in fact, gain higher posttest mean scores than students completing the online tutorial. Also, students attending these library sessions felt more confident about their library skills than those in the online tutorial only session.

Social presence online: networking learners at a distance

This paper draws on two studies which researched the use of online small group environments where collaborative learning is a central structure for learning. The establishment of social presence is facilitated through the socio-affective aspect of small group interaction which contributed to the effectiveness of learning online. Social presence, the ability of online learners to project themselves into a textual environment which has few visual or contextual cues, will be explored as an important element in facilitating effective online learning. The teacher's role in helping students project their online social presence and in establishing an environment for learning within the larger group computer conference will also be discussed.