Chapter Four

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Transcript Chapter Four

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
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7–2
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
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7–3
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
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7–4
Research Basics (cont’d)
Figure 7-1: Marketing Research Methods
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7–5
Research Basics (cont’d)
Figure 7-2: The Research Process
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7–6
Research Basics (cont’d)
• Advantages of online marketing research
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Larger sample size
Access to otherwise unavailable subjects
Speed of data collection
Greater convenience
Lower cost
• Disadvantages of online marketing research
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Not representative of offline populations
Technology cost
Technology breakdowns
Online anonymity
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7–7
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
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7–8
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
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7–9
Secondary Marketing Research
(cont’d)
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Secondary sources
Government
Organizations
Periodicals
Educational institutions
Professional associations
Business sources
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7–10
Research Issues
• Risks
• Inappropriate sample
• Wrong content
• Inappropriate research methods
• Bias from mishandling data
• Skewered results
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7–11
Research Issues (cont’d)
• Ethics
• Behaviors associated with conducting
marketing research online
• Concerns focus on
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Privacy
Collecting data from children
Inappropriate use of personal information
Unsolicited email used for research
Selling instead of conducting research
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7–12