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

“ 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 Marketing Research: Online, on tap. Marketing Magazine ROI Real-Time Promo Magazine Search for Tomorrow FastCompany Magazine

Marketing Research: Online, on tap.

Marketing Magazine

ROI Real-Time

Promo Magazine

Search for Tomorrow

FastCompany Magazine

Marketing Research: Online, on tap. Marketing Magazine

Online Panels: Pros Real Time Results Time and Money Savings Convenient for Consumers More Relaxed Environment Higher Quality Honest and Reasoned Responses Access to Target Audiences Unrestricted by Geography

Real Time Results

Time and Money Savings

Convenient for Consumers

More Relaxed Environment

Higher Quality

Honest and Reasoned Responses

Access to Target Audiences Unrestricted by Geography

Online Panels: Cons Online Profile vs. General Population Lengthy Questionnaires  Poor Quality Poor Recruitment and Badly Managed Panels  Damaged Data Technical Problems Higher Programming Costs

Online Profile vs. General Population

Lengthy Questionnaires  Poor Quality

Poor Recruitment and Badly Managed Panels  Damaged Data

Technical Problems

Higher Programming Costs

Online Research in Practice

ROI Real-Time Promo Magazine

Reasons for Marketing Research Measure Impact of Marketing ROI More complex due to integration New methods developed Digital Promotions

Measure Impact of Marketing

ROI

More complex due to integration

New methods developed

Digital Promotions

Digital Promotions Research Results Improves ROI Reduces data entry costs Improves data accuracy Saves time Ability to change

Research Results Improves ROI

Reduces data entry costs

Improves data accuracy

Saves time

Ability to change

Data Collection Ability to Measure Sales & Consumer Behavior Given… Accurate self-entered data Ready-for-use databases Immediacy of real-time results

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 Goal of Internet Marketing Research Search-Based Ads; Google & Yahoo Identifying Audiences, Web-surfing Habits Effectively Displaying Ads in Relation to User

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

We Discussed the Use Of:

Online Panels

Online Promotions

Search Engines

Others Trends:

Online Surveys w/ Incentives

Monitoring of Web-based forums

Key Points Research is an Essential Part of Marketing. Don’t Let Yourself or Your Company Fall Behind.

Research is an Essential Part of Marketing.

Don’t Let Yourself or Your Company Fall Behind.

Class Discussion What types of online research have you personally participated in? Do you believe that some research methods are better done in the traditional fashion? Why or why not? In class, we talked about the Richness vs. Reach Trade-Off? Which would you prefer?

What types of online research have you personally participated in?

Do you believe that some research methods are better done in the traditional fashion? Why or why not?

In class, we talked about the Richness vs. Reach Trade-Off? Which would you prefer?