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This work is licensed under a Creative Commons Attribution- NonCommercial - ShareAlike 3.0 Unported License .

This work is licensed under a Creative Commons Attribution- NonCommercial - ShareAlike 3.0 Unported License .

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  1. This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. You may copy or modify the work as long as you attribute Quirk Education. It may not be used for commercial purposes. If you alter, transform, or build upon this work, you may distribute the resulting work only under the same or similar license to this one.

  2. Market Research

  3. What is market research?

  4. Gathering, recording and analysing data and information about customers, competitors and the market.

  5. Primary research data is information gathered for a particular product or hypothesis.

  6. When information does not exist/is not accessible, and needs to be specifically collected.

  7. For example: Surveys, focus groups, research panels and research communities.

  8. Secondary research data is existing, published data and research.

  9. Often more cost-effective than primary research and the Internet opens a wealth of resources.

  10. Quantitative research is numerical data to demonstrate statistically significant outcomes.

  11. Qualitative research: Exploratory Identifies potential hypotheses Seeks to find out potential consumer perceptions and feelings

  12. The Internet was originally a tool for academics to share information.

  13. Now used by consumers to: Research products and companies Gather information Compare pricing

  14. So now it is a useful tool for primary and secondary research. AND It can be used to gather both qualitative and quantitative data.

  15. It can be used to easily and accurately conduct surveys.

  16. Consumers’ online habits can be recorded through web searches, online surveys, online reputation management tools, etc.

  17. Online tools and research methods = broader, faster and more detailed forms of information gathering.

  18. The Internet vs. traditional market research

  19. Internet market research: Is cost-effective Targets a large number of people

  20. But it can lead to sample error if not carefully planned and managed. Image Credit: Tim Davies

  21. Data is only meaningful if it is representative.

  22. So consider: The nature of the study The validity and legitimacy Goals and expectations

  23. Use web analytics tools and online reputation management (ORM) in online market research. They play a big role in providing data.

  24. Research Methodology

  25. Establish goals Determine your sample Choose data collection method Collect data Analyse results Produce reports

  26. Primary and secondary research

  27. Secondary research should: Precede primary research Uses data that already exist for analysis Be considered in solving the problem

  28. Use: Web analytics data, customer communications data, social networks etc. Search tools - www.google.com and advanced tools - http://www.google.co.za/advanced_search?hl=en Research publications online

  29. Primary research can be qualitative or quantitative: Explore a market Develop the hypotheses or research questions (qualitative at this stage)

  30. e.g. online research communities: Can be used to identify unmet customer needs And brainstorm possible solutions

  31. Then use quantitative research to investigate further!

  32. There are numerous data collection methods: Focus groups; interviews; research communities etc.

  33. Technology and Online surveys: Data captured immediately Analysis is quick And they’re cost effective!

  34. Technology means they can also be more user-friendly.

  35. Types of Questions. Open ended: • What features would you like to see on the website for the eMarketing textbook?

  36. Closed-ended: Do you use the eMarketing textbook website? Choose one that applies. Yes No

  37. Ranked or ordinal questions: Rate the features of the eMarketing textbook website, where 1 is the most useful and 4 is the least useful. Blog Case studies Free downloads Additional resources

  38. Matrix and rating types:

  39. They can be balanced or unbalanced – determining whether someone can express a neutral opinion or not.

  40. Offer incentives to get a response.

  41. Assure respondents of the time commitment, and privacy implications.

  42. 7 steps to conducting surveys. Establish goals Determine sample Choose methodology Create questionnaire Pre-test Gather data Analyse

  43. Use free tools: e.g. 4Q Surveys - http://www.4qsurvey.com/

  44. What about sample error?

  45. Design is crucial - test and run pilots.

  46. Ensure respondents don’t become desensitised.

  47. Limit respondents to being interviewed once every six months to stop incentives affecting data.

  48. Also consider who you are targeting. What is the best way to reach them?

  49. Case Study

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