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Online Marketing Research

Online Marketing Research. Gay, Charlesworth & Esen Chapter 4. Researching the Market. The Micro-Environment – Competitor, Supplier & Distributor Analysis. The Macro-Environment – Socio Cultural, Economic, Political, Legal and Natural Environments.

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Online Marketing Research

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  1. Online Marketing Research Gay, Charlesworth & Esen Chapter 4

  2. Researching the Market The Micro-Environment – Competitor, Supplier & Distributor Analysis The Macro-Environment – Socio Cultural, Economic, Political, Legal and Natural Environments Customer Research – Demographics, Lifestyle, On and Offline Buyer Behaviour, Motivational studies & Web Metrics The Marketing Mix Elements – Product, Price, Place & Promotion (Goods)- People, Physical & Process (Services) especially relevant to online offerings

  3. The Marketing Research Trade-Off Cost Accuracy Speed

  4. UK Business Information Players • News Aggregators – LexisXexis • Company Financial Information – D&B • Legal, Tax & Regulatory – Thomson • Market Research – Mintel • Economic Data – Global Insight

  5. Speed of accessing information Cost effective Quality and quantity of information is evolving Growing consumer confidence online is improving response and completion rates Multimedia formats provide greater creativity and flexibility Sample populations were not representative Online sources maybe of dubious reliability Some survey methods e.g. Pop-ups, cause irritation Problems of reach due to issues like changing e-mail addresses Self select can be unrepresentative Some Strengths & Weaknesses in Online Marketing Research

  6. Internal Secondary Data via Web Metrics • Sales per visitor • Cost per visitor • Conversion rates • Length of site visits • Pages visited • Numbers failing to complete shopping cart to checkout processes • Responses to campaigns and incentives

  7. Common Online Primary Research Activities • Advertising Research (incl. Content Analysis, Banner Ads etc.) • New Product Testing • All aspects of web site evaluation • Partner and Reseller satisfaction surveys • Online Omnibus Surveys • Online Focus Groups • Usability Testing

  8. Online Survey Methods • E-Mail questionnaires • Web-based questionnaires • Public Chat rooms • Discussion Groups • Online Focus Groups

  9. Survey Errors • Coverage error • Sampling Error • Non-Response Error • Measurement Error

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