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Internet Marketing Research

Internet Marketing Research. Chapter 7. Chapter Seven Learning Objectives. Primary marketing research methods used online Online secondary marketing research breadth and depth Issues that should concern Internet marketing researchers. WPP and Millward Brown.

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Internet Marketing Research

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  1. Internet Marketing Research Chapter 7

  2. Chapter Seven Learning Objectives • Primary marketing research methods used online • Online secondary marketing research breadth and depth • Issues that should concern Internet marketing researchers BUAD477

  3. WPP and Millward Brown • Many international research conglomerates are online • Small research companies are also online • Research is conducted on and about the Internet and Internet marketing • Visit Millward Brown to evaluate its offer BUAD477

  4. Why is this topic important to you? • Read about strong demand forecast for marketing and survey research jobs from the U.S. Department of Labor’s Bureau of Labor Statistics • Marketing Jobs • Links to a wide assortment of marketing research resources are available from Monitor Today BUAD477

  5. Research Basics (cont’d) Figure 7-1: Marketing Research Methods BUAD477

  6. Research Basics (cont’d) Figure 7-2: The Research Process BUAD477

  7. Research Basics Applied marketing research focuses on such issues as • Online advertising effectiveness • Click through and conversion rates • Segmenting online customer markets • Consumer opinions about website usability • Buyer receptiveness to new products • Shopping basket effectiveness • Online brand recall BUAD477

  8. Research Basics • Examples • Crest Whitestrips • Pampers • Amazon.com BUAD477

  9. Research Basics • Advantages of online marketing research • Larger sample size • Access to otherwise unavailable subjects • Speed of data collection • Greater convenience • Lower cost • Disadvantages of online marketing research • Not representative of offline populations • Technology cost • Technology breakdowns • Online anonymity BUAD477

  10. Primary Marketing Research • Qualitative methods • Focus groups, brainstorming, interviews, chat analysis • Focus groups are very popular • Surveysite • Quantitative methods • Online surveys, consumer reviews, simulations, experiments, conjoint analysis • Online surveys are most popular method • Examples • MR firms • VALS Research • Forrester Research • Other companies collecting information • Gomez Advisors • BizRate.com • Opinionplace.com • Epinions.com BUAD477

  11. BUAD477

  12. Secondary Marketing Research • Sources include • Internal company information • External, previously published studies • Research process must be followed • Systematic • Challenge to find secondary research that “fits” the problem • Examples: • emarketer.com • Harris Interactive BUAD477

  13. Secondary Marketing Research (cont’d) • Secondary sources • Government • Organizations • Periodicals • Educational institutions • Professional associations • Business sources BUAD477

  14. Research Issues • Risks • Inappropriate sample • Wrong content • Inappropriate research methods • Bias from mishandling data • Skewered results BUAD477

  15. Research Issues (cont’d) • Ethics • Behaviors associated with conducting marketing research online • Concerns focus on • Privacy • Collecting data from children • Inappropriate use of personal information • Unsolicited email used for research • Selling instead of conducting research BUAD477

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