Transcript The Micro-Environment

Online Marketing Research
Gay, Charlesworth & Esen
Chapter 4
Researching the Market
The Micro-Environment – Competitor, Supplier
& Distributor Analysis
The Macro-Environment – Socio Cultural, Economic,
Political, Legal and Natural Environments
Customer Research – Demographics, Lifestyle, On
and Offline Buyer Behaviour, Motivational studies &
Web Metrics
The Marketing Mix Elements – Product, Price, Place
& Promotion (Goods)- People, Physical & Process
(Services) especially relevant to online offerings
The Marketing Research Trade-Off
Cost
Accuracy
Speed
UK Business Information Players
• News Aggregators – LexisXexis
• Company Financial Information – D&B
• Legal, Tax & Regulatory – Thomson
• Market Research – Mintel
• Economic Data – Global Insight
Some Strengths & Weaknesses in
Online Marketing Research
• Speed of accessing
information
• Cost effective
• Quality and quantity of
information is evolving
• Growing consumer
confidence online is
improving response and
completion rates
• Multimedia formats
provide greater
creativity and flexibility
• Sample populations
were not representative
• Online sources maybe
of dubious reliability
• Some survey methods
e.g. Pop-ups, cause
irritation
• Problems of reach due
to issues like changing
e-mail addresses
• Self select can be
unrepresentative
Internal Secondary Data
via Web Metrics
• Sales per visitor
• Cost per visitor
• Conversion rates
• Length of site visits
• Pages visited
• Numbers failing to complete shopping cart to
checkout processes
• Responses to campaigns and incentives
Common Online
Primary Research Activities
• Advertising Research (incl. Content Analysis, Banner
Ads etc.)
• New Product Testing
• All aspects of web site evaluation
• Partner and Reseller satisfaction surveys
• Online Omnibus Surveys
• Online Focus Groups
• Usability Testing
Online Survey Methods
• E-Mail questionnaires
• Web-based questionnaires
• Public Chat rooms
• Discussion Groups
• Online Focus Groups
Survey Errors
• Coverage error
• Sampling Error
• Non-Response Error
• Measurement Error