Chapter Seven Internet Marketing Research Chapter Seven Learning

Chapter Seven Internet Marketing Research

Chapter Seven Learning Objectives • To learn what applied Internet marketing research can do for online marketers • To explain what primary marketing research methods are used online • To understand why the Internet is called a marketing research secondary source gold mine • To identify issues that should concern Internet marketing researchers Copyright © Houghton Mifflin Company. All rights reserved.

Research Basics • Internet marketing research – Marketing research conducted on and/or about the Internet, World Wide Web, or other Internet sectors • Marketing research – Systematic and objectively planned collection and analysis of data that are transformed into information • To solve marketing problems • Answer marketing questions • Help in writing marketing plans Copyright © Houghton Mifflin Company. All rights reserved.

Research Basics (cont’d) Applied marketing research focuses on such issues as • Online advertising effectiveness • Click through and conversion rates • Segmenting online customer markets • Consumer opinions about web site usability • Buyer receptiveness to new products • Shopping basket effectiveness • Online brand recall Copyright © Houghton Mifflin Company. All rights reserved.

Research Basics (cont’d) Figure 7 -1: Marketing Research Methods Copyright © Houghton Mifflin Company. All rights reserved.

Research Basics (cont’d) Figure 7 -2: The Research Process Copyright © Houghton Mifflin Company. All rights reserved.

Research Basics (cont’d) • 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 Copyright © Houghton Mifflin Company. All rights reserved.

Primary Marketing Research • Qualitative methods – Focus groups, brainstorming, interviews, chat analysis – Focus groups are very popular • Quantitative methods – Online surveys, consumer reviews, simulations, experiments, conjoint analysis – Online surveys are most popular method Copyright © Houghton Mifflin Company. All rights reserved.

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 Copyright © Houghton Mifflin Company. All rights reserved.

Secondary Marketing Research (cont’d) • • Secondary sources Government Organizations Periodicals Educational institutions Professional associations Business sources Copyright © Houghton Mifflin Company. All rights reserved.

Research Issues • Risks • Inappropriate sample • Wrong content • Inappropriate research methods • Bias from mishandling data • Skewered results Copyright © Houghton Mifflin Company. All rights reserved.

Research Issues (cont’d) • 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 Copyright © Houghton Mifflin Company. All rights reserved.