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Portland State University

Learn the fundamentals of market research using the Internet. Understand market sizes, trends, customer behavior, and more. Detailed guide on tools, techniques, and the research process.

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Portland State University

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  1. Using the Internet for Market Research Kent Lewis Anvil Media, Inc. http://www.anvil-media.com/psucourse Portland State University

  2. “There are three kinds of lies… lies, damn lies and research” -Mark Twain Background

  3. Introduction & Background Instructor Students Speakers Syllabus Market Research Overview Primary & secondary Qualitative & quantitative Online & offline Exercise Survey Agenda

  4. Class Objective Understand how, when and why to use the Internet for market research Instructor Agency background goodguys.com Anvil Student Introductions Speakers i-OP Tweak Interactive WebCriteria Introduction

  5. I: Market research overview II: Internet tools & techniques III: IPA review IV: IPA development V: Presentation development VI: Class presentations Syllabus

  6. Research helps validate intuition and make solid business decisions. Research helps gain insight into: Market size Demand Usage Growth potential Trends and opportunities Market Research Overview

  7. Defining and understanding a market Understanding and segmenting the target audience Competitive analysis and positioning Product and service evaluation New product concepts Usability testing Common Reasons for Research

  8. How many site visitors are customers? How many of our customers use the site? What do customers want on the site? How can we increase our conversion ratio? Why are customers leaving this page? What other sites do our customers visit? How do we get more traffic to our site? Typical Research Questions

  9. Identify and understand objective Gather all available research Determine if data is sufficient Analyze what additional data is required Select appropriate method of research Minimize bias Collect and analyze data Make recommendations accordingly Research Process

  10. Research budget = (CWD x NoR) – (CWD xYesR) Where: CWD = cost of making the wrong decision NoR = percentage chance of making the wrong decision without research YesR = percentage chance of making the wrong decision with research Sample budget ($100,000x30%) – ($100,000x5%) = $25,000 Research Costing Function

  11. Primary: Experimental Non-experimental Laboratory & field Secondary: Internal External Primary & Secondary Research

  12. Research firms Government Publications Trade associations Public company SEC filings Library reference desk Secondary: Free Offline Resources

  13. Newsgroups Discussion lists Bulletin boards Directories Competitor’s sites Newswires (press releases) Secondary: Free Online Resources

  14. Subscriber information services Dow Jones Lexis Nexis Syndicated research Yankelovich USADATA ResearchPortal Brand tracking Millward Brown Harris Interactive CyberDialogue Media measurement NetRatings MediaMetrix Arbitron Secondary: Paid Resources

  15. Overview: Soft & fuzzy Attitudes & opinions Exploratory tool Used for: Brand testing Concept validation Ad pre-testing Format: Focus groups, interactive sessions Limitations: Sample size Moderator capabilities Geographical interpretation Primary: Qualitative Research

  16. Overview: Numbers = reliability Nonverbal Representative sample Used for: Determining market factors Customer behavior, attitudes & opinions Format: Web & email-based surveys, purchase data, log files Limitations: Confining Weak for concepts Accessibility Misrepresentation Primary: Quantitative Research

  17. You’re only as good as your list Central limit theorem: 68% of all observations fall within 1 std. dev. 95% fall within two standard deviations Error is determined by samples size Non-response creates automatic bias Sample should mirror population closely Random is ideal, convenience is common Sweet spot: Internet users/target audience Sampling

  18. Classification: Demographic Socioeconomic Webographic Behavioral: Visits Number Frequency Types of purchases Attitudinal: Desirability Ratings Sample Metrics

  19. Quantitative significance at 500 responses Non-response bias Incentives skew results: must be relevant You’re only as good as your: Sample Questions Analysis Research Can Be Flawed

  20. Java survey powered by i-OP Go to anvil-media.com/psucourse Click on Survey link under Class I Complete survey We will review results real-time Class Survey

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