Internet Marketing Research

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Internet Marketing Research

• Chapter 7

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Chapter Seven Learning Objectives

• Primary marketing research methods used online
• Online secondary marketing research breadth and
  depth
• Issues that should concern Internet marketing
  researchers

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WPP and Millward Brown

• Many international research conglomerates are
  online
• Small research companies are also online
• Research is conducted on and about the Internet
  and Internet marketing
• Visit Millward Brown to evaluate its offer

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Why is this topic important to you?

• Read about strong demand forecast for marketing
  and survey research jobs from the U.S. Department
  of Labors Bureau of Labor Statistics
• Marketing Jobs
• Links to a wide assortment of marketing research
  resources are available from Monitor Today

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Research Basics (contd)
Figure 7-1 Marketing Research Methods
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Research Basics (contd)
Figure 7-2 The Research Process
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Research Basics

• Applied marketing research focuses on such issues
  as
• Online advertising effectiveness
• Click through and conversion rates
• Segmenting online customer markets
• Consumer opinions about website usability
• Buyer receptiveness to new products
• Shopping basket effectiveness
• Online brand recall

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Research Basics

• Examples
• Crest Whitestrips
• Pampers
• Amazon.com

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Research Basics

• Advantages of online marketing research
• Larger sample size
• Access to otherwise unavailable subjects
• Speed of data collection
• Greater convenience
• Lower cost
• Disadvantages of online marketing research
• Not representative of offline populations
• Technology cost
• Technology breakdowns
• Online anonymity

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Primary Marketing Research

• Qualitative methods
• Focus groups, brainstorming, interviews, chat
  analysis
• Focus groups are very popular
• Surveysite
• Quantitative methods
• Online surveys, consumer reviews, simulations,
  experiments, conjoint analysis
• Online surveys are most popular method
• Examples
• MR firms
• VALS Research
• Forrester Research
• Other companies collecting information
• Gomez Advisors
• BizRate.com
• Opinionplace.com
• Epinions.com

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Secondary Marketing Research

• Sources include
• Internal company information
• External, previously published studies
• Research process must be followed
• Systematic
• Challenge to find secondary research that fits
  the problem
• Examples
• emarketer.com
• Harris Interactive

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Secondary Marketing Research (contd)

• Secondary sources
• Government
• Organizations
• Periodicals
• Educational institutions
• Professional associations
• Business sources

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Research Issues

• Risks
• Inappropriate sample
• Wrong content
• Inappropriate research methods
• Bias from mishandling data
• Skewered results

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Research Issues (contd)

• Ethics
• Behaviors associated with conducting marketing
  research online
• Concerns focus on
• Privacy
• Collecting data from children
• Inappropriate use of personal information
• Unsolicited email used for research
• Selling instead of conducting research