Final Thesis: Marktrecherche Anhand einer Digitalen Werbekampagne für die Software QDAcity
Abstract: Qualitative Data Analysis (QDA) is a tedious and time-consuming process that can be supported by the Computer-Aided Qualitative Data Analysis Software (CAQDAS) QDAcity. To prepare the software for commercial release, this thesis tests hypotheses about the interest and added value of the software for potential audiences. To this end, this work designed several landing pages in the form of a website, which were delivered to potential target groups as part of an experiment with Google Ads. By means of different ads, which focused on certain product features, it was tested which ad was clicked on most often and which advertised functionality of QDAcity generated the most interest and thus the most conversions, respectively registrations on qdacity.com. The experiment showed a particular increase in clicks compared to other topics in assisted transcription.
On a weekly basis, the number of registrations increased by 180 % during the advertising period compared to the previous year. We also saw increased interest in QDAcity within the „student“ target group, as 50 % of registrations indicated they wanted to use the tool for student projects. In this target group, QDAcity thus achieved the most conversions. It can be concluded that both the advertising on the CAQDAS website and the targeting of the digital advertising campaign were best suited for this target group. Tracking visitor movements on the website also revealed that visitors showed the most interest in the topic of ‘pricing’.
PDF: Master Thesis
Reference: Lisa Gruner. Marktrecherche Anhand einer Ditalen Webekampagne für die Software QDAcity. Master Thesis. Friedrich-Alexander-Universität Erlangen-Nürnberg: 2022.