Marketing Research Aaker, Kumar, Day Seventh Edition Instructor’s Presentation Slides

Chapter Seven Marketing Research On The Internet

© Marketing Research 7th EditionAaker, Kumar, Day Marketing Research on the Internet What is the Internet? Worldwide network of computers Exploring the Internet WWW USENET FTP (File Transfer Protocol) TELNET

© Marketing Research 7th EditionAaker, Kumar, Day Characteristics of the Internet Characteristics of Internet Users: Less computer savvy Less affluent More women users than ever before 80% of internet users are under age 50 39% of internet users are college graduates The most significant growth in internet users are among non-college graduates

© Marketing Research 7th EditionAaker, Kumar, Day WWW Information for Marketing Decisions Cyberatlas New Media Research AdCount HERMES Project 2000

© Marketing Research 7th EditionAaker, Kumar, Day Primary Research on the Internet Surveys Web-based Surveys On-line Focus Groups

© Marketing Research 7th EditionAaker, Kumar, Day Secondary Research on the Internet Custom Search Service Agents Free Information Providers

© Marketing Research 7th EditionAaker, Kumar, Day The Seven Deadly Sins of On-Line Searching PrideAssuming one does not need to read the manual or other material for the search process HasteRushing into a search before thinking through your search goals AvariceTrying to perform an extensive search when only a few good pieces of information are necessary ApathyNot thinking creatively about what sources would best cover the subject SlothUsing the same old sources for every search Narrow mindedness Trying only one formulation of the search IgnoranceNot knowing the on-line system’s tricks and tools

© Marketing Research 7th EditionAaker, Kumar, Day How to Search for Information Search Engines Use of Multiple Sources Search for Words and Phrases

© Marketing Research 7th EditionAaker, Kumar, Day International Marketing Research on the Internet Recent Developments Intranets Speed Extranet

© Marketing Research 7th EditionAaker, Kumar, Day Where The Users Are U.S. & Canada AfricaSouth America Asia/Pacific Europe Middle East