online mktg research
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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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Classifying Marketing Research+t"dies
• (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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Classifying Marketing Research+t"dies
• 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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Classifying Marketing Research+t"dies
• 'mproving marketing as a process
– $he p"rpose of these st"dies is toe0pand knowledge 7%asic research8
of marketing as a process ratherthan to solve a speci)c pro%lemfacing a company39ow does%ackgro"nd m"sic aect perceptions of
prod"cts39ow preshopping informationaects prod"ct ret"rns3;nderstandingc"lt"ral dierences in cons"merimpatience3all in Journal of Marketing.
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$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.
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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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9ot $opics A -nline MarketingResearch
• !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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9ot $opics A -nline MarketingResearch
• -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