MR-CT-C6 Online marketing research

using the internet for secondary data

internet search strategies

online qualitative research

online survey research

commercial online panels

periodical, newspaper, and book databass

Newsgroup: communicate with professions and special-interest groups on the internet

blogs: communicate directly with customers and other business

five steps

  1. analyze your topic to decide where to begin
  1. Test run a word or phrase in a search engine , consider synonyms or equivalent terms
  1. Learn as you go and vary your approach with what you learn
  1. using a subject directory
  1. If nothing, go back to earlier steps better informed

evaluating web pages

creating a database from a web site

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

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

  1. not representative of the population as a whole
  1. unrestricted internet sample is set up on the Internet
  1. 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

  1. web survey software: SPSS Quanquest, Inquisite, Sawtooth CiW, Infopoll, Designer and SurveyGold
  1. Gaining survey completions
  1. Survey design and web hosting sites: WebSurveyor, perseus Survey Monkey, Research Now and Zoomerang

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