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Transcript of Portland State University
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Portland State University
Using the Internet for Market Research
Kent LewisAnvil Media, Inc.http://www.anvil-media.com/psucourse
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Background
“If you use another person’s work, it’s called plagiarism. If you use many people’s work, it’s called research.”
-Anonymous
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Agenda
Traditional vs. online researchPrimary research tools & servicesSecondary research tools & servicesAssignment reviewQuestions
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Traditional vs. Online Research
Online research excels in generating timely data and enabling rapid analysis for a low cost.
Online market research is:Ideal for quantitative analysisCost-effectiveQuick turn-aroundHigh volumeAutomated archival and analysisAnytime, anywhereLacks in capture of non-verbal queues
Limitations of online researchNon-random sample (like intercepts)Some size restrictionsNon-verbal cues
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Primary Research Overview
Primary research toolsEmail surveysWeb surveysOnline focus groupsWeb site log files
Primary research servicesResearch firms
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Primary Research Tools
Web-based surveys HTML pop-up surveysJava-based integrated surveys
Email-based surveysText-based HTML-based
Online focus groupsPlacewareAstoundContigo
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Web vs. Email-based
Web-based surveys:Ideal for analysis of concepts and imageryBranching offers customizationWorks well with site visitors (no ownership)Higher volumeNo spamming issuesGenerally more expensive than email
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Target Audience vs. Site Visitor
Target market research:Ideal for developing sound strategiesOffers further segmentation of targetDoes not rely on advertising and PRMore expensive than site visitor researchRequires external lists and a bonded 3rd party
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Primary Research Services
BizRate.com – evaluate e-commerce companiesE-Poll.com – incentive-based pollsGigaPoll.com – free surveys, polls and ballot toolsQuestions.net – incentive-based surveysVote.com – voice your opinion on current issues
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Primary Research Tools
Decisive Surveys – email-based customizableSigma ORG – online focus group providerMarketTools – online research software toolsE-Valuations – Web-based surveysSurveySite – Web-based surveysInformationWorks – Web-based surveysi-OP – Web-based surveys
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Web Site Analysis Tools
Understand site visitors and target audienceWhat they see, how they feel, what they doCurrent site visitors:
Log file analysis Site performance
Aggregate and analyze dataCompare with focus groups & surveys
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Web Site Analysis Tools
WebCriteria –site usability analysis serviceModels & analyzes site content by:
freshness formatspeed
Ease of use – navigation & functionality
WebTrends – site usage & performance softwareUnique usersImpresssionsPopular pagesReferring URLs
Both require consulting & configuration
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Research Firms
ActivMediaAMR ResearchPC DataHarris Poll I/PROMedia MetrixNielsen/NetRatings
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Research Aggregators
Bitpipe CommerceNet eMarketerExportHotline IMR Mall NUA InternetProfound ResearchPortal USADATA
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Secondary Research Overview
Secondary research toolsSearch engines and directoriesEzines, newsletters, discussion lists, newsgroupsResearch sites and databases
Secondary research servicesAssessing information quality on the Internet
AuthorityBiasCurrencyIntegrity
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Search Engines & Directories
Best resource for identifying relevant sitesAlta Vista – technical audienceExcite – consumer/professionalGoogle – popularity-based searchGoTo – link purchaseHotBot – technical audience, Gen-XLycos – consumer, womenMSN – Microsoft’s engine and directoryNorthern Light – smart engine, largest databaseOpen Directory (DMOZ) – Yahoo competitorYahoo! – Granddaddy directory and portal
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Additional Search Tools
META search enginesDogpileMetaCrawlerSavvySearchWebFerretRocketSearch
Other search/research toolsAlexa – related links, traffic, freshness ratingsCopernic – desktop meta search engine toolWordTracker – keyword research service
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Secondary Resources
Ezines and newsletters (lit search)Start with Yahoo! categories and keywordsMay include CNET, MSNBC, Slate, WSJ.com
Newsgroups and discussion listsNewsgroups are Web-based text formatDeja.com is best resource Uncover sales, support & PR opportunitiesDiscussion lists are email-basedBulletin board systems
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Search Tips
Boolean terminology:and – contains both termsor – contains one or both termsexact phrase – contains the phrase
Use dropdowns to refine searchConsider advanced search featuresOpen multiple windows for search engine
research, one per engine.
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External Presence Analysis
Techniques:Related linksKeyword researchSearch engine researchInbound site linksLink opportunitiesOnline coverageNewsgroup mentionsCompetitive analysis
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Internet Presence Analysis
IPA Project:Bring a disk to classPick a support partnerChoose a company, product or topicReview IPA worksheet tabsComplete each tabReview and analyze resultsPrepare 10 minute summary presentationPresentations will be given during last class
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Resources
Book:The Handbook of Online Marketing Research:
Knowing Your Customer Using the Net by Joshua Grossnickle and Oliver Raskin
Sites:http://www.anvil-media.com/psucourse http://www.backflip.com/members/playdoh_69