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E-Marketing Research

Marc Neary, Susanna Nyholm , JD Snook Tuesday, March 19 th , 2013. E-Marketing Research. Agenda. Brief overview of e-marketing research Advantages & disadvantages of e-marketing research Company overview: Brand Institute Company overview: Nielsen Conclusion. Brief Overview.

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E-Marketing Research

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  1. Marc Neary, Susanna Nyholm, JD Snook Tuesday, March 19th, 2013 E-Marketing Research

  2. Agenda • Brief overview of e-marketing research • Advantages & disadvantages of e-marketing research • Company overview: Brand Institute • Company overview: Nielsen • Conclusion

  3. Brief Overview • Online marketing has witnessed a growth in the recent past. • Marketing researchers, marketing managers and business students have increasingly begun depending on Internet research for collecting primary data through surveys, experiments and online focus groups.

  4. Brief Overview (cont’d) • Methods for online research are: • Quantitative methods: Online questionnaires • Qualitative methods: Focus groups, Bulletin Boards, Video diaries, Journaling, Blogging, Mobile research and Communities

  5. Advantages & Disadvantages • Advantages: • Low cost • Fast, easy access • Global reach • Disadvantages: • Connection problems • Inaccurate sample demographics • Ethical issues among consumers

  6. Brand Institute

  7. Nielsen • Leading global information research company. • Study consumer behaviour in more than 100 countries. • Trends and habits are measured in order to drive profitable growth for their clients. • Nielsen tracks the sales of music, books, DVDs, etc. • They also track what people watch, read, play, browse, buy, etc.

  8. Nielsen (cont’d) • Starting in the 2013-2014 TV season, Nielsen will have a new “Twitter Rating” which will measure the amount of tweets a TV program receives on Twitter. • This will benefit live television shows, such as sporting events, reality TV, and award shows. • http://www.nielsen.com/us/en/top10s.html • http://nielsen.com/ca/en/news-insights/top10s/advertisers.html • http://www.youtube.com/watch?feature=player_embedded&v=Z4WGjHWY1UM

  9. Conclusion

  10. References • http://ir.nielsen.com/CorporateProfile.aspx?iid=4260029 • http://www.nielsen.com/us/en/about-us.html • http://www.brandinstitute.com/services.asp

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