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MR-CT-C6 Online marketing research (online qualitative research (primary…
MR-CT-C6 Online marketing research
using the internet for secondary data
periodical, newspaper, and book databass
Newsgroup: communicate with professions and special-interest groups on the internet
blogs: communicate directly with customers and other business
internet search strategies
five steps
analyze your topic to decide where to begin
Test run a word or phrase in a search engine , consider synonyms or equivalent terms
Learn as you go and vary your approach with what you learn
using a subject directory
If nothing, go back to earlier steps better informed
evaluating web pages
creating a database from a web site
online qualitative research
primary form-focus group
traditional-synchronnou group
online bulletin boards- asynchronous group
the popularity of online focus group
advantage
lower cost, faster turnaround time, respondents
access to the hard-to-reach target population
efficient moderator-lient interaction
disadvantage
group dynamics
nonverbal input
client involvement
exposure to external stimuli
role and skill of the moderator
using the web to find focus group participants
web community research: map the psyche of consumer segments; brainstorm new ideas; co-create and test new products; observe natural consumer behavior; rally the company around a customer-centered perspective.
online individual depth interviewing
online survey research
advantage
rapid deployment and real-time reporting
reduced cost
ready personalization
high response rate
ability to contact the hard-to-reach
simplified and enhanced panel management
external internet panels simplify life for research supplier
disadvantage
not representative of the population as a whole
unrestricted internet sample is set up on the Internet
sample frame needed may not be available on the Internet
4.a lack of 'callback' procedures to clarify open-end responses
methods of conducting OS
web survey software:
SPSS Quanquest, Inquisite, Sawtooth CiW, Infopoll, Designer and SurveyGold
Gaining survey completions
Survey design and web hosting sites:
WebSurveyor, perseus Survey Monkey, Research Now and Zoomerang
commercial online panels
panel management
factors that influence the panel: recruitment methods, respondent participation, panel management practices, types of incentives offered
Panel recruitment
open online panel recruitment- self-selected
closed online panel recruitment: shared known characteristics
respondent cooperation
controlling the panel
mobile internet research