Business research helps in marketing

1. About research paper….
• Topic:The role of internet in marketing
research and business decision making…
• Written by : Ivana Kursan
Mirela Mihic
• Volume: 15,2010
• Pages: 15
• Presented by : Sonia Naz
• Registration # 32886

3. Introduction
• In last few decades used as a communication tool
• e-mail
• Multimedia capabilities
• Sending or downloading documents
• Gathering information
Then more in
• Providing customer support
• Conducting online transaction
• Today internet play a vital role in selling and advertising
channel.
• It become a business intelligent.

4. 1.Internet as a research tool
1. Customers
2. Their impact on business
3. Customer behavior
4. Buy decision
5. Offered information about product and image and
service
6. Develop relationship with profitable customers
7. Better understanding of customer buying practices
8. Continue product improvement

5. 2.Market information system
1. Online questionnaire
2. Experiment
3. Focus group

6. Advantages
• Cheaper
• Easier medium of research
• Survey a high number of respondents
• Rapid turn around
• Possibility of target a large population
• Flexibility
• Control over format
• Usage of variety of media

7. Sources of data
1. automatically logged data
2. Publically available data
3. Web user provider
Secondary data
What are top page lists
Web page visits, visitors, time period
Web addresses
Click patterns
Web browsers
Key words
Part of site most/least visited

8. Primary source
Online questionnaire
Web segmentation Through
Most visited products, brands, time spent, download, sent,
accessed file email , selection of pages

9. Advance data collection techniques and methods
1. Web analysis
2. Collaborating filtering and data profiling
3. Detailed segmentation analysis
4. OLAP(on-line analytical processing )

10. conclusion
• Helps mangers in every daily operations
• Helps in web segmentation opportunities
• Helps in developing in marketing max
• Helps in collecting real time data…
Thank you……