Market Research eMarketing: The Essential Guide to Online Marketing www.quirk.biz/emarketingtextbook

2. Market ResearcheMarketing: The Essential Guide to Online Marketingwww.quirk.biz/emarketingtextbook

3. The Web developed as a tool to allow academics to share information easily.

4. Web technology makes information searchable

5. Web technology makes information accessible.

6. Web technology has reduced the costs of storing and analysing large amounts of data.

7. Consumers use the web for research • Best price • Best service • Best reviews • Alternative products

9. Organisations can too • Competitor research • Consumer research • Sentiment • Industry • The list goes on

10. Market research is a process that aids business decisions • Gather • Record • Analyse • Systematically

11. Primary research • Data is gathered for a specific purpose • Test a hypothesis • Discover more information

12. Secondary research • Uses existing research findings as a source of research

13. Qualititative • Exploratory • Identifies areas for further research • Customer perceptions and feelings

14. Quantitative • Numerical data and statistical analysis • Tests a hyphothesis

16. Gathering data

17. The Web as a focus group

18. Flickr + in my fridge

19. Use ORM as a research tool • Monitor industry and organisation keywords • Analyse for sentiments and insights • Can form the foundation for future research

20. Primary and secondary data

22. Secondary data • Research before gathering primary data • Can help to solve the problem at hand • BUT might not be specific enough

23. Secondary data • Other studies and white papers • Published information that is freely available • Industry research

24. Primary data • The Web allows you to reach many people for lower cost • Participants do not need to be in the same area (and can participate at any time)

25. Primary data • Data is captured because of the nature of the Web • Analytics • ORM • Surveys

26. Online surveys: gathering data

27. Web technology can improve surveys

28. More data can be gathered and analysed at a lower cost

29. Survey interface can be improved

30. Developing surveys

31. Open-ended questions • Example: • What features would you like to see on the website for the eMarketing textbook? • A: -----------------------------------------------------------------------------

32. Closed-ended questions • Example: • Do you use the eMarketing textbook website? Choose one that applies. • - Yes • - No

33. Ranked 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

34. Matrix and rating types

36. Getting a response • Customers - vested interest • Offer an incentive

37. Research surveys • Establish goals • Determine sample • Choose methodology • Create questionnaire • Pre-test • Gather data • Analyse

38. What about sample error?

39. Online vs offline • Is your market represented online? • Should they be surveyed at work or at home? • Does your research require a researcher to clarify questions?

40. Sample size • Are you reaching enough people? • Are you reaching the right people?

41. Incentive • Does an incentive skew your data? • Can you get enough responses without the incentive?

42. Further reading? • For further reading and case studies : • www.quirk.biz/emarketingtextbook