Marketing Research & the Internet Research processes Types of data

Overview Information is important – For developing marketing strategy Understanding consumers Understanding competitors – For implementing marketing strategy Formulating content Structuring channels Transmitting communications Both aspects are necessary to develop a competitive advantage

Benefits of the Internet Used for gathering information – Vast amount of information – Variety of sources (less potential bias) Used for updating marketing intelligence – Necessary, given “Internet time” – Possible, given ease to post information Used for decision making – Automated systems (MIS, DSS) – Can integrate internal and external data

A Review: The Research Process 1. Problem definition – Types of data: diagnostic, descriptive, predictive – Level of data: macro v. micro, aggregate v. individual 2. Designing Plan and Procedure – Type of data (e.g., primary v. secondary) – Source of data (i.e., respondents/sample) 3. Gathering data 4. Analyzing data 5. Presenting the results

Using the Internet to Get Data Need to know what data you need (objectives) Need to know what data you can get (constraints) Need to know the benefits and limits of the data ==> Need a framework to guide research design!

Adapting An Old Framework… Runkel & McGrath (1972) – Definition of data A behavior that is observed, recorded and then interpreted These events can be carried out by more than 1 person... – Two key framework properties Source of data – Respondent – Researcher – Recorder (in the past) Respondent’s awareness of research – Biases and reactivity

Applying the Framework to the Internet Learning about consumers – Respondent as source (observes and records) Respondent aware (online surveys (e.g., bagmart.com/survey.html) Respondent unaware (cookies) – Researcher as source Respondent aware (online focus groups (e.g., via NetMeeting) Respondent unaware (chat rooms, data profiling) – Recorder as source Respondent aware (newsgroups) Respondent unaware ( correspondence)

Discussion Group example

Checking Out The Competition How to be a hidden observer What to observe? Sources of data Respondent (aka, the company) Web site information (general) Requested information (specific) Researcher (I.e., you) Benchmarking data URL links (to the competition) Recorder Press clippings ( Domain name registration Databases (Trade Show Central, D&B ratings)