1. Internet Marketing Research Chapter Seven

2. Copyright © Houghton Mifflin Company. All rights reserved.7–27–2 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

3. Copyright © Houghton Mifflin Company. All rights reserved.7–37–3 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

4. Copyright © Houghton Mifflin Company. All rights reserved.7–47–4 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

5. Copyright © Houghton Mifflin Company. All rights reserved.7–57–5 Research Basics (cont’d) Figure 7-1: Marketing Research Methods

6. Copyright © Houghton Mifflin Company. All rights reserved.7–67–6 Research Basics (cont’d) Figure 7-2: The Research Process

7. Copyright © Houghton Mifflin Company. All rights reserved.7–77–7 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

8. Copyright © Houghton Mifflin Company. All rights reserved.7–87–8 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

9. Copyright © Houghton Mifflin Company. All rights reserved.7–97–9 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

10. Copyright © Houghton Mifflin Company. All rights reserved.7–10 Secondary Marketing Research (cont’d) Secondary sources Government Organizations Periodicals Educational institutions Professional associations Business sources

11. Copyright © Houghton Mifflin Company. All rights reserved.7–11 Research Issues Risks Inappropriate sample Wrong content Inappropriate research methods Bias from mishandling data Skewered results

12. Copyright © Houghton Mifflin Company. All rights reserved.7–12 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