GLOBAL MARKETING RESEARCH V Kumar 1 Dr V
GLOBAL MARKETING RESEARCH V. Kumar 1 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
CHAPTER 6 Marketing Research on the Internet 2 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Chapter Overview q q q Where does the internet stand today? What are the current trends in the market? What is the internet’s impact on secondary data research? What is the internet’s impact on primary data research? What is the impact of social media? 3 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Current Trends in Internet 4 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
5 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Impact of the Internet The impact of the internet can be seen from all parts of the globe. In the modern world: q On a typical day, internet users consume enough information to fill up 169 million DVDs, send 294 million emails, and post 2 million blog entries q 2. 7 billion people, compromising of 40% of the world, are online q 65% of adults in the United States have a home connection q China ranks number 1 in the world in number of internet users q Average American spends 23 hours every week on internet related activities 6 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Internet’s Impact on Marketing In countries with a large market for e-commerce, women are driving purchases In regards to transactions and spending, women contribute more than men Knowledge of what customers are online has allowed companies to provide appropriate products and services 7 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Research on the Internet Primary Research Secondary Research 8 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Secondary Research on the Internet 9 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Secondary Research on the Internet Custom Search Services Agents Search Engines Competitive Intelligence Analysis Industry Analysis Buyer Behavior New Business-To-Business Market 10 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Primary Research on the Internet 11 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Primary Research on the Internet Email Surveys Interactive Forums Online Panels Online Focus Groups User Generated Reviews • Questionnaires sent out to respondents • Responses are collected via electronic mail • Forms allow marketers to tailor the message for each respondent. • Ready-to-survey sample of people • Incentive/Reward for participating in research study • Can recruit respondents from any part of the world • Enables can see why participants respond a certain way • Sense of Authenticity • Connection that allows consumers to trust reviews and based decisions off of 12 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Social Media 13 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Social Media Notable Aspects: q 50% of all internet users signed into a social network q Social Media has changed communication from a one-to-one format to a shared view and communication q Well received by women 14 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Social Media Popular Social Media Channels include: q Blogs § q Social Networks § q (e. g. Facebook, My. Space, Twitter, Linked. IN) Content Communities § q (e. g. corporate blogs, micro blogs) (e. g. Youtube, Google Video, Flick. R) Social Coupons § (e. g. Groupon, Living Social) 15 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
End of Chapter 6 16 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
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