Online Mktg Research

8/19/2019 Online Mktg Research

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1

MARKETINGMARKETING

RESEARCHRESEARCH


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Market Research vs. MarketingResearch

• Market research: the “systematicgathering, recording, and analyzingof data with respect to a particular

market, where ‘market’ refers to aspecic group in a specicgeographic area.”

Ch 1


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!hat is the p"rpose ofMarketing Research#

• $o link the cons"mer to the marketer%y providing information that can %e"sed in making marketing decisions

Ch 1 &


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!hat are the "ses ofMarketing Research#

• 'dentify marketing opport"nities andpro%lems

•

(enerate, re)ne, and eval"atepotential marketing actions

• Monitor marketingperformance

• 'mprove marketingas a process

Ch 1 *


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Classifying Marketing Research+t"dies

• 'dentifying marketing opport"nitiesand pro%lems

–

Marketdemand determination –Market segments identi)cation

–Marketing a"dits +!-$ analysis

Ch 1


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• (enerating, re)ning, and eval"atingpotential marketing actions

–

/roposed marketingmi0 eval"ationtesting

–ewprod"ct prototype testing

–

2dvertising pretesting3see 'nsight40press 2d'nsight ad pretesting3

Ch 1 5


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• Monitoring marketing performance

– 'mage analysis3%ank imageanalysis

– $racking st"dies...sales, marketshares of all %rands in o"r category

–

C"stomer satisfaction st"dies

Ch 1 6


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• 'mproving marketing as a process

– $he p"rpose of these st"dies is toe0pand knowledge 7%asic research8

of marketing as a process ratherthan to solve a speci)c pro%lemfacing a company39ow does%ackgro"nd m"sic aect perceptions of

prod"cts39ow preshopping informationaects prod"ct ret"rns3;nderstandingc"lt"ral dierences in cons"merimpatience3all in Journal of Marketing.

Ch 1 <


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$he Marketing 'nformation+ystem

• 2n M'+ is a str"ct"re consisting ofpeople, e="ipment, and proced"resto gather, sort, analyze, eval"ate,

and distri%"te needed, timely, andacc"rate information to marketingdecision makers.

Ch 1 >


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Components of an M'+

• 'nternal Reports +ystem3 2cco"nting information system3datafrom income statement, etc.

• Marketing 'ntelligence +ystem... 'nformation coming from o"tside the)rm3

•

Marketing ?ecision +"pport +ystem7?++83data%ase with analytical tools

• Marketing Research +ystem

Ch 1 1@


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$he Marketing Research+ystem has a role in M'+

%eca"se3• 't gathers information not gathered %ythe other M'+ component s"%systems.

• Marketing research st"dies are

cond"cted for a speci)c sit"ationfacing the company. People Magazine st"dy A which of three dierent coverstories sho"ld we "se#

• Marketing research proBects "nlikeother M'+ components are notcontin"o"s A they have a %eginningand an end. 2d hoc st"dies/roBects

Ch 1 11


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9ot $opics in MarketingResearch

• -nline Marketing Research

• (rowing Cons"merRespondentResentment

• (lo%alization

Ch 1 1


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9ot $opics A -nline MarketingResearch

• -nline research: the "se of comp"ternetworks, incl"ding the 'nternet, toassist in any phase of the marketing

research process incl"dingdevelopment of the pro%lem,research design, data gathering,analysis, and report writing anddistri%"tion.

Ch 1 1&


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• !e%%ased research: research that iscond"cted on we% applicationsD may"se traditional methods as well as

online research methods incond"cting research on we%%asedapplications3 ;sa%ility st"dies

Ch 1 1*


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• -nline s"rvey research: collection ofdata "sing comp"ter networks3-rdering samples online via +"rvey

+ampling, 'nc.

Ch 1 1

9 t $ i ( i


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9ot $opics A (rowingCons"mer Respondent

Resentment• Marketing research is invasive.• $elemarketers and direct marketers

have a%"sed “marketing research.”

• $he government thro"gh E$C hasinstit"ted a “?o not call” list.

•

$he marketing research ind"stry is sofar e0cl"ded from the %an of the “donot call” reg"lations.

Ch 1 15


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9ot $opics A (lo%alization

• 2s marketing )rms spread glo%ally,so did marketing research )rms.

• 2ccording to Fack 9onomichl, *


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Innovative Online Marketing

Research Methods


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“Over 80% of market researchers in Europe and North America intend to increase their use ofonline as a research channel over the net simonths!"

# New Media Age


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Article Overvie$

• Marketing Research Online& on tap!

Marketing Magazine

• ROI Real'(ime

Promo Magazine

• )earch for (omorro$

FastCompany Magazine


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Marketing Research Online& on tap!

Marketing Magazine


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Online *anels *ros

• Real (ime Results

• (ime and Mone+ )avings

• ,onvenient for ,onsumers

• More Relaed Environment

– -igher .ualit+

– -onest and Reasoned Responses

• Access to (arget Audiences /nrestricted +1eograph+


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Online *anels ,ons

• Online *rofile vs! 1eneral *opulation

• 2ength+ .uestionnaires *oor .ualit+

•

*oor Recruitment and 3adl+ Managed *anels 4amaged 4ata

• (echnical *rolems

•

-igher *rogramming ,osts


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Online Research in *ractice

http://www.lightspeed.com/cat.html?cat_id=0.1http://www.norwichunion.com/index.htm?hp-top-logohttp://advertising.metro.co.uk/default.htm


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ROI Real'(ime

Promo Magazine


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Reasons for Marketing Research

• Measure Impact of Marketing

• ROI

• More comple due to integration

• Ne$ methods developed

– 4igital *romotions


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4igital *romotions

• Research Results Improves ROI

5! Reduces data entr+ costs

6! Improves data accurac+

7! )aves time

! Ailit+ to change


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4ata ,ollection

• Ailit+ to Measure )ales 9 ,onsumer

3ehavior

• 1iven:

– Accurate self'entered data

– Read+'for'use dataases

– Immediac+ of real'time results


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)earch for (omorro$

FastCompany Magazine


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)earch for (omorro$

• 1oal of Internet Marketing Research

• )earch'3ased Ads; 1oogle 9


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Recap *opular (rends in Online

Marketing Research

=e 4iscussed the /se Of Online *anels

Online *romotions

)earch Engines

Others (rends

Online )urve+s $> Incentives Monitoring of =e'ased forums


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?e+ *oints

Research is an Essential *art of Marketing!

4on@t 2et


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,lass 4iscussion

• =hat t+pes of online research have +ou personall+ participated inB

• 4o +ou elieve that some research methods are etter done in the traditional fashionB =h+ or$h+ notB

• In class& $e talked aout the Richness vs! Reach(rade'OffB =hich $ould +ou preferB

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Online Mktg Research