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Innovative Online Marketing Research Methods

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Innovative Online Marketing
Research Methods
Hermann Apostol, Mandy Fogelman,
Andrew Kalman, Michele Neher, and
Amy Tiso
“Over 80% of market researchers in Europe and
North America intend to increase their use of
online as a research channel over the next six
months.”
~ New Media Age
Article Overview
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Marketing Research: Online, on tap.
Marketing Magazine
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ROI Real-Time
Promo Magazine
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Search for Tomorrow
FastCompany Magazine
Marketing Research: Online, on tap.
Marketing Magazine
Online Panels: Pros
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Real Time Results
Time and Money Savings
Convenient for Consumers
More Relaxed Environment
– Higher Quality
– Honest and Reasoned Responses
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Access to Target Audiences Unrestricted
by Geography
Online Panels: Cons
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Online Profile vs. General Population
Lengthy Questionnaires пѓ Poor Quality
Poor Recruitment and Badly Managed
Panels пѓ Damaged Data
Technical Problems
Higher Programming Costs
Online Research in Practice
ROI Real-Time
Promo Magazine
Reasons for Marketing Research
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Measure Impact of Marketing
ROI
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complex due to integration
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– Digital Promotions
Digital Promotions
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Research Results Improves ROI
1.
2.
3.
4.
Reduces data entry costs
Improves data accuracy
Saves time
Ability to change
Data Collection
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Ability to Measure Sales & Consumer
Behavior
Given…
– Accurate self-entered data
– Ready-for-use databases
– Immediacy of real-time results
Search for Tomorrow
FastCompany Magazine
Search for Tomorrow
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Goal of Internet Marketing Research
Search-Based Ads; Google & Yahoo
Identifying Audiences, Web-surfing Habits
Effectively Displaying Ads in Relation to
User
Recap: Popular Trends in
Online Marketing Research
We Discussed the Use Of:
 Online Panels
 Online Promotions
 Search Engines
Others Trends:
 Online Surveys w/ Incentives
 Monitoring of Web-based forums
Key Points
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Research is an Essential Part of Marketing.
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Don’t Let Yourself or Your Company Fall
Behind.
Class Discussion
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What types of online research have you
personally participated in?
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Do you believe that some research methods
are better done in the traditional fashion?
Why or why not?
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In class, we talked about the Richness vs.
Reach Trade-Off? Which would you prefer?
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