Šiuo metu pasaulinėje rinkos tyrimų praktikoje plačiausiai paplitę penki duomenų rinkimo būdai: asmeninio interviu, apklausos telefonu, paštu, internetu bei interaktyviu būdu fiksuojamų balso atsakymų apklausos. Kompiuteris ir kitos interaktyvios duomenų rinkimo priemonės atveria naujų duomenų rinkimo galimybių, kurios taupo tyrëjų ir užsakovų pinigus bei laiką. Sparti interneto plėtra visame pasaulyje ir Lietuvoje tyrėjams suteikia ne tik naujų perspektyvų, bet ir iškelia naujų iššūkių. Šiame straipsnyje dėmesys skiriamas vis didesnį pagreitį įgaunantiems tyrimams internetu ir jų teikiamoms galimybėms.
Tadas Pukas, Apklausos telefonu, Marketingas 2006 Nr. 1Tadas Pukas
Straipsnio pradžioje bus trumpai pristatytos apklausos telefonu, apžvelgta, kiek telefonų turėtojų yra Lietuvoje ir pasaulyje. Panagrinėsime, kokią įtaką telefonu atlikto tyrimo rezultatams gali turėti netinkamai atlikta respondentų atranka, aptarsime apklausų telefonu taikymo galimybes praktikoje. Pabaigoje palyginsime apklausas telefonu su kitais tyrimo būdais.
Tadas Pukas, Apklausos telefonu, Marketingas 2006 Nr. 1Tadas Pukas
Straipsnio pradžioje bus trumpai pristatytos apklausos telefonu, apžvelgta, kiek telefonų turėtojų yra Lietuvoje ir pasaulyje. Panagrinėsime, kokią įtaką telefonu atlikto tyrimo rezultatams gali turėti netinkamai atlikta respondentų atranka, aptarsime apklausų telefonu taikymo galimybes praktikoje. Pabaigoje palyginsime apklausas telefonu su kitais tyrimo būdais.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Tadas Pukas, Tyrimai internetu - paprasta, greita, efektyvu, Marketingas 2005 Nr. 9
1. 2
2 0 0 5 / 9
Ðiuo metu pasaulinëje rinkos tyrimø praktikoje plaèiau-
siai paplitæ penki duomenø rinkimo bûdai: asmeninio
interviu, apklausos telefonu, paðtu, internetu bei inte-
raktyviu bûdu fiksuojamø balso atsakymø apklausos.
Kompiuteris ir kitos interaktyvios duomenø rinkimo prie-
monës atveria naujø duomenø rinkimo galimybiø, ku-
rios taupo tyrëjø ir uþsakovø pinigus bei laikà. Sparti
interneto plëtra visame pasaulyje ir Lietuvoje tyrëjams
suteikia ne tik naujø perspektyvø, bet ir iðkelia naujø
iððûkiø. Ðiame straipsnyje dëmesys skiriamas vis di-
desná pagreitá ágaunantiems tyrimams internetu ir jø tei-
kiamoms galimybëms.
rinkos tyrimai n MARKETINGO VADYBA
RomualdoKrupauskonuotr.
TADAS PUKAS
UAB „RAIT“ Projektø vadovas
2
2 0 0 5 / 9
2. 3
2 0 0 5 / 9
Kas gi yra tyrimas internetu? Tai
nëra paprastas balsavimas interne-
to svetainëje, taip gali bûti vadina-
mas bet koks tyrimas, kai respon-
dentø apklausai naudojamas inter-
netas.
Kitaip negu Lietuvoje, pasaulinë-
je rinkos tyrimø praktikoje tyrimai
internetu yra taikomi labai plaèiai:
nuo paprastø interneto svetainiø
lankytojø apklausø iki virtualiø dis-
kusijø grupiø, kurioms vadovauja
patyræ specialistai. Pasaulinë vieðo-
sios nuomonës ir rinkos tyrëjø aso-
ciacija ESOMAR yra paskelbusi
2005 m. pradþioje atlikto tyrimo re-
zultatus. Jo metu buvo apklausti rin-
kos tyrimø specialistai ið daugiau nei
500 ðios srities ámoniø visame pasau-
lyje (didþioji apklaustøjø dalis –
aukðtesnio ar þemesnio lygmens va-
dovai). Tiesa, apklausoje dalyvavo
tik tos bendrovës, kurios savo veik-
loje susiduria su tyrimais internetu,
tad tyrimo rezultatai ne reprezen-
tuoja visø rinkos tyrimø srities ben-
droviø nuomonæ, o leidþia spræsti
apie rinkos tyrimø plëtros tendenci-
jas. Nors ðiuo metu didesnë dalis
(apie 34 proc.) apklausø vykdoma te-
lefonu, apklausoms internetu tenka
panaði dalis kaip ir asmeniniams in-
terviu (angl. face-to-face) – po
29 proc. Prognozuodami 2 metø per-
spektyvà rinkos tyrimø specialistai
pirmà vietà skyrë tyrimams interne-
tu ir numatë, kad jiems teks apie
40 procentø visø atliekamø tyrimø.
Pagrindinës tyrimø internetu popu-
liarumo prieþastys – greitis ir paly-
ginti maþi atlikimo kaðtai.
Augant interneto vartotojø skai-
èiui, Lietuvos gyventojai, kurie dau-
giau nei kiti naudojasi internetu
(mokiniai, studentai, dirbantys as-
menys, didmiesèiø gyventojai), gali
bûti potenciali auditorija ávairiems
rinkos tyrimams, taèiau kol kas Lie-
tuvoje tyrimai internetu nëra papli-
tæ. Daugiausia átakos tam turi nepa-
kankama interneto skvarba.
Lietuvos statistikos departamen-
to duomenimis, internetu namuose
2004 m. pradþioje naudojosi kas ðeð-
tas namø ûkis. Mieste internetu nau-
dojosi 15,2 proc. namø ûkiø, tuo tar-
pu kaime – tik du ið ðimto. Per pas-
kutinius ketverius metus interneto
vartotojø skaièius Lietuvoje padidë-
jo daugiau nei 3 kartus: nuo 9 proc.
besinaudojusiø nors kartà per mëne-
sá 2001 m. iki 29,2 proc. – 2004 metø
rudená. Prognozuojama, kad nuola-
tiniø interneto vartotojø skaièius
2005 metø viduryje turëtø siekti
35 proc. arba 920 tûkst. 15–74 metø
Lietuvos gyventojø. Internetu besi-
naudojanèiø asmenø amþius labai
skiriasi nuo visos Lietuvos populiaci-
jos. Didþiausia internetu besinaudo-
janèiø asmenø grupë yra 15–25 metø
gyventojai (47 proc. visos interneto
auditorijos), tuo tarpu tokio amþiaus
gyventojø Lietuvoje yra 20 procen-
tø. Internetu beveik nesinaudoja
65 metø ir vyresnio amþiaus þmonës
(1 proc. visos interneto auditorijos).
Lietuvoje ðios amþiaus grupës þmo-
niø yra 11 procentø. Interneto audi-
torijos dalis nuo 25 iki 44 metø yra
maþiausiai nutolusi nuo bendros 25–
44 metø Lietuvos gyventojø populia-
cijos. Èia skirtumai pagal amþiø te-
siekia apie 1,2 karto.
Ámonëse internetu naudojamasi
kur kas daþniau. Beveik 80 proc. Lie-
tuvos ámoniø 2004 m. pradþioje
naudojosi internetu. Todël vykdant
MARKETINGO VADYBA n rinkos tyrimai
ámoniø apklausas internetas jau da-
bar gali labai pasitarnauti.
Taigi esant eksponentiniam inter-
neto vartotojø skaièiaus didëjimui,
tyrimai internetu ágaus pagreitá, at-
siras palanki dirva naujai tyrimø rû-
ðiai – tyrimams internetu, kurie pa-
dës sutaupyti laiko ir pinigø.
TYRIMØ INTERNETU TAIKYMO
ATVEJAI
Kaip ir visi kiti tyrimø atlikimo
bûdai, internetas turi savo taikymo
sritá ir tam tikrø apribojimø. Taèiau
ið esmës internetu galima atlikti bet
kokio pobûdþio tyrimà, iðskyrus ra-
gavimo testus. Pagal tai, kaip vyk-
doma respondentø atranka, tyri-
mus internetu galima suskirstyti á
dvi bendràsias grupes. Pirmoji – tai
tokie tyrimai, kai respondentai at-
renkami pasinaudojant ið anksto
turimu jø elektroninio paðto adre-
sø sàraðu, antroji – kai tokio sàra-
ðo nëra.
Taigi kai turimas tiriamos grupës
elektroninio paðto adresø sàraðas,
galima atlikti Lietuvos ámoniø, ámo-
nës klientø, rangovø ar tiesiog ámo-
nës darbuotojø apklausas.
Lietuvos ámoniø apklausos. Jei ty-
rimo uþsakovas siekia apklausti tam
tikras Lietuvos ámones, tyrëjas, atsi-
þvelgdamas á tyrimo apimtá ir sudë-
tingumà, gali pasiûlyti apklausti
ámones internetu. Taip gali bûti tau-
pomas uþsakovø ir tyrëjø laikas bei
pinigai, skirti duomenø rinkimui ir
apdorojimui. O galutinë tyrimo ata-
skaita gaunama greièiau.
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rinkos tyrimai n MARKETINGO VADYBA
Rinkos analizës ir tyrimø gru-
pë RAIT atliko vertimø biurø
paslaugomis besinaudojanèiø
ámoniø apklausà internetu. Per
trumpà laikà surinkus reikia-
mus duomenis, tyrimo uþsako-
vas gavo iðsamià ataskaità
apie vertimø biurø þinomumà
bei pasitenkinimà jø paslaugo-
mis. Tyrimo metu taip pat bu-
vo klausiama, kokiais vertimo
biurais ámonëms teko naudo-
tis, kaip vertinamas vertimo
biurø patikimumas, paslaugø
kokybë bei kaina. Su respon-
dentais buvo susisiekiama te-
lefonu ir praðoma, kad ðie at-
sakytø á anketos klausimus in-
ternetu. Toká tyrimà buvo gali-
ma atlikti ir tiesioginiu inter-
viu (anketuotojas nuvyksta pas
respondentà ir klausimai uþ-
duodami þodþiu). Taèiau atli-
kus apklausà internetu, buvo
sutaupyti anketø spausdinimo
bei anketuotojø darbo uþmo-
kesèio kaðtai. Duomenys bu-
vo surinkti greièiau. Tyrimo
metu gautos iðvados uþsako-
vui leido ávertinti vertimø biu-
rø rinkà bei palyginti savo ámo-
nës konkurencingumà su kito-
mis vertimø ámonëmis. Atsi-
þvelgus á respondentø nurody-
tas silpnàsias ámonës vietas
(pavyzdþiui, per aukðta pa-
slaugø kaina), ámonës paslau-
gø kainodara buvo pakoreguo-
ta, kad labiau atitiktø poten-
cialiø klientø lûkesèius.
Ámonës klientø apklausos ypaè
taikytinos „verslas verslui“ (angl.
b2b) srities ámoniø veikloje, kur
paprastai dirbama su aiðkiai api-
brëþta klientø grupe. Vykdant ap-
klausà, konkretiems asmenims ga-
li bûti iðsiøsta nuoroda, kurià pa-
spaudæs respondentas pateks á in-
ternete esanèià apklausos anketà.
Tokiu bûdu gali bûti tiriamas ámo-
nës klientø lojalumas, preferenci-
jos, pasitenkinimas ámonës pa-
slaugomis ar prekëmis ir pan. At-
liekant atitinkamà tyrimà peri-
odiðkai galima sekti visø ðiø rodik-
liø kitimo dinamikà ir taip ávertin-
ti, kuria kryptimi juda ámonë: pro-
gresuoja, regresuoja, o gal stovi
vietoje.
Ámonës rangovø apklausos galë-
tø bûti organizuojamos panaðiai
kaip ir klientø apklausos. Galimas
tokiø apklausø turinys: rangovø lo-
jalumas, poreikiai, pasitenkinimas
bendradarbiavimu ir panaðiai.
Ámonës darbuotojø apklausos.
Áprastos tokiø internetu atliekamø
tyrimø sritys:
1) darbuotojø pasitenkinimo dar-
bu ámonëje ir organizacijos kli-
mato tyrimai. Ðiuo atveju dar-
buotojai vertina darbo aplinkà
(saugumà, aprûpinimà resursais
ir pan.), santykius tarp bendra-
darbiø (jaukumà, komandinio
darbo efektyvumà ir pan.), san-
tykius su vadovybe (santykius
su tiesioginiu vadovu, vadovø
pasiekiamumà, gráþtamojo ry-
ðio kokybæ ir pan.), ámonës ver-
tybes bei atmosferà (pasididþia-
vimà darbu ir pan.), gaunamà
finansiná bei kitoká atlygá. No-
rimø iðtirti aspektø gali bûti ir
daugiau;
2) vieno darbuotojo kompetencijø
vertinimas (apklausiami kiti
ámonës darbuotojai);
3) naujai priimtø darbuotojø dar-
bo vertinimas po bandomojo
laikotarpio (apklausiami kiti
ámonës darbuotojai);
4) iðeinanèiø ið darbo asmenø ap-
klausa (iðëjimo prieþastys, pa-
stebëtos organizacijos proble-
mos ir pan.).
Tokiø tyrimø pagrindu (pagal
identifikuotas problemas) ámonë-
je gali bûti priimami sprendimai
vykdyti personalo mokymus ar
kreiptis á personalo srities specia-
listus dël konsultacijø. Pastarieji
gali bûti pasitelkiami ir projektuo-
jant tyrimà.
Kitos panaðios apklausos. Kaip
aktualø pavyzdá galima paminëti
biurø patalpas nuomojanèiø ámo-
niø apklausas, kurias gali vykdyti
pastatà priþiûrinèios organizacijos.
Tokie tyrimai leidþia tobulinti nuo-
mininkø darbo sàlygas, taip juos ið-
laikyti ir pritraukti naujø (kas ak-
tualu augant konkurencijai biuro
paskirties patalpø rinkoje).
Pasaulinëje rinkos tyrimø prak-
tikoje internetu daþnai vykdomos
gyventojø apklausos, kai surenka-
mas didelis kiekis elektroninio pað-
to adresø ir jie panaudojami tiriant
eiliniø vartotojø poreikius, lojalu-
mà, ámonës ar prekës vardo þinomu-
mà ir panaðiai. Tokiame potencialiø
respondentø sàraðe, nesvarbu, kiek
ðalyje yra gyventojø, turëtø bûti
apie 100 000 elektroninio paðto
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MARKETINGO VADYBA n rinkos tyrimai
adresø. Lietuvos mastu tai reikðtø tu-
rëti apie 10 proc. interneto vartoto-
jø el. paðto adresø. Tokia uþduotis
bûtø sunkiai ágyvendinama bet kuriai
iðsivysèiusiai ðaliai. Taip pat verta pa-
brëþti, kad gyventojø apklausos in-
ternetu gali bûti atliekamos, kai ða-
lyje yra pakankamai didelis interne-
to vartotojø skaièius. Lietuvos rinkos
tyrimø specialistai teigia, jog norint
sëkmingai vykdyti reprezentatyvias
ðalies gyventojø apklausas internetu,
reikia, kad interneto skvarba siektø
apie 70 proc. Ðá skaièiø palyginus su
esamais 30 procentø, belieka laukti,
kol interneto skvarba iðaugs, arba
ieðkoti alternatyviø tyrimo metodø.
Tais atvejais, kai neturima tiria-
mos populiacijos elektroninio paðto
adresø sàraðo, respondentai atren-
kami tiriant interneto svetainiø lan-
kytojus. Tokios apklausos labai ver-
tingos, kai norima ávertinti reklami-
ná svetainës potencialà arba nusta-
tyti svetainës lankytojø poreikius
bei lûkesèius. Tokiø apklausø tikslai
gali bûti labai ávairûs: lankytojø pro-
filio nustatymo apklausa, internete
vykdytos reklamos kampanijos efek-
tyvumo ávertinimo tyrimas, pirkiniø
krepðelio nutraukimo apklausa, sve-
tainës lankytojø ar klientø pasiten-
kinimo ámone, produktu ar paslau-
ga apklausa, svetainës funkcionalu-
mo ávertinimo apklausa ir pan.
Svetainës lankytojø demografinës
sudëties nustatymo apklausa. Atlikus
tokià apklausà suþinoma, kas, kaip
daþnai ir kodël lankosi tam tikroje in-
terneto svetainëje. Tokius tyrimus pa-
prastai uþsako interneto sprendimø,
interneto reklamos planavimo spe-
cialistai ar interneto svetainiø savi-
ninkai. Pastarieji, remdamiesi tokio
tyrimo rezultatais, gali, pavyzdþiui,
parduoti plotà savo svetainëje rekla-
mos uþsakovams arba reklamos sklai-
dos priemoniø planuotojams.
Atlikusi sveikatos prieþiûrai
skirtos interneto svetainës
lankytojø apklausà, rinkos
analizës ir tyrimø grupë
RAIT uþsakovui pateikë duo-
menis apie svetainës lanky-
tojø demografinæ sudëtá, ku-
rie vëliau buvo panaudoti
planuojant reklamos kam-
panijas internete. Toks tyri-
mas buvo naudingas tiek
svetainës savininkams, tiek
reklamos davëjams, nes at-
siþvelgus á interneto svetai-
nës lankytojø tikslinæ grupæ,
reklama tinklalapyje tapo
labiau specializuota ir ati-
tinkanti svetainës lankyto-
jø bruoþus. Klausimynà sve-
tainëje pildydavo kas penk-
tas lankytojas (buvo naudo-
jama pop-up technika). Ty-
rimo metu taip pat buvo su-
rinkta vertinga informacija
apie lankytojø lûkesèius ir
medicininës informacijos
poreikius, á kuriuos atsiþvel-
gus buvo planuojamas toli-
mesnis informacijos patei-
kimas puslapyje.
Reklamos kampanijos efektyvu-
mo ávertinimo tyrimas. Reklamos
kampanijos efektyvumo vertinimas
atliekamas dviem etapais: prieð ir po
kampanijos. Tokio tyrimo metu gali-
ma iðnagrinëti tikslinës grupës infor-
macijos vartojimo áproèius ir taip nu-
statyti geriausius reklamavimosi ka-
nalus. Taip pat atskleidþiama, ar re-
klamos kampanija buvo efektyvi, ar
pasiekë auditorijà. Reklamos kampa-
nijos sëkmës rodiklis – padidëjæs tiks-
linës grupës atstovø skaièius.
Pirkiniø krepðelio nutraukimo ap-
klausa. Nors Lietuvoje vos keli pro-
centai ámoniø yra perkëlusios savo
verslà á virtualià erdvæ, ateityje dau-
giau ámoniø ið naujo atras internetà
kaip dar vienà savo prekiø ar paslau-
gø pardavimo kanalà. Taigi turint
elektroninæ parduotuvæ svarbu suþi-
noti potencialiø pirkëjø nuomonæ
apie pirkimo procesà, ypaè aktualu,
kodël vienu ar kitu atveju prekë ne-
buvo nupirkta. Atlikus tokià apklau-
sà bûtø galima nustatyti, kodël lan-
kytojai neuþbaigia pirkimo proceso
ir kaip patobulinti pardavimà. Áver-
tinus apklausos rezultatus, bûtø
ámanoma padidinti el. parduotuvës
pardavimus.
Svetainës lankytojø ar klientø pa-
sitenkinimo ámone, produktu ar pa-
slauga apklausa. Norint ágyti prana-
ðumà prieð savo konkurentus, ámo-
nei (tinklalapiui) reikia þinoti, ar jos
klientai (lankytojai) yra patenkinti ir
lojalûs. Ar kompanija tobulëja ir tu-
ri ryðkø konkurenciná pranaðumà?
Tokio tyrimo metu parodomas dë-
mesys svetainës lankytojams, sustip-
rinami lojalumo ryðiai. Apklausos re-
zultatas – padidëjæs iðtikimø klien-
tø (lankytojø) skaièius bei ámonës ar
svetainës konkurencingumas.
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Svetainës funkcionalumo áverti-
nimo apklausa. Pristaèius naujà ar
atnaujinus senà interneto svetainæ,
verta pasitikrinti, ar ji atitinka lan-
kytojø lûkesèius ir poreikius. Tokio
tyrimo metu paprastai aiðkinamasi,
ar lengvai randama pateikiama in-
formacija, ar jos uþtenka, ko dar
reikëtø norint pritraukti daugiau
lankytojø ir pan. Atlikus toká tyri-
mà bûtø kuriama naujos svetainës
koncepcija, kuri atitiktø lankytojø
ar tikslinës grupës lûkesèius, arba
bûtø tobulinama esama svetainë.
Galima akcentuoti, kad specifi-
næ tam tikrø interneto svetainiø
auditorijà ámonës gali panaudoti ne
tik reklamai, bet ir ávairioms tiksli-
niø grupiø apklausoms, atlieka-
moms atsitiktinai atrinkus skirtingø
svetainiø lankytojus.
APKLAUSØ INTERNETU KÛRIMO
IR VALDYMO SISTEMØ TECHNINËS
CHARAKTERISTIKOS
Tyrimai internetu galimi tik nau-
dojant tam skirtà programinæ áran-
gà. Pasaulinëje rinkos tyrimø prak-
tikoje naudojama daug ir ávairiø sis-
temø: nuo nemokamø atviro kodo
rinkos tyrimai n MARKETINGO VADYBA
programø iki sudëtingø sistemø,
galinèiø automatiðkai apdoroti ir
analizuoti duomenis. Apraðydami
tokiø sistemø veikimà kaip iliustra-
cijà panaudosim rinkos analizës ir
tyrimø grupës RAIT naudojamà ap-
klausø internetu kûrimo ir valdymo
sistemà AskWeb, kuri sukurta ir to-
bulinama Lietuvoje.
Sistema suteikia galimybæ uþ-
duoti ávairius atvirus, uþdarus ar pu-
siau uþdarus klausimus (þr. 1 pav.):
pasirinkti vienà ar kelis atsakymø
variantus ið sàraðo, iðdëstyti klausi-
mus lentelëje, á klausimynà integ-
ruoti ávairius vaizdinius objektus
1 pav. RAIT naudojamos apklausø internetu kûrimo ir valdymo
sistemos AskWeb sukurtas klausimyno langas.
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MARKETINGO VADYBA n rinkos tyrimai
(taip galëtø bûti ávertintas labiau-
siai patikæs prekiø þenklas). Pagal
tematikà klausimus galima suskirs-
tyti blokais ir pateikti atskiruose
apklausos languose. Respondentui
suteikiama galimybë sekti anketos
pildymà, pateikiant klausimyno uþ-
pildymo indikatoriø. Apklausø in-
ternetu kûrimo ir valdymo sistemo-
je naudojama 11 skirtingø klausimø
pateikimo tipø.
Vienas didesniø RAIT naudojamos
apklausø internetu sistemos AskWeb
privalumø yra tas, kad gaunamus re-
zultatus galima stebëti „realiu lai-
ku“, t. y. tuo metu, kai tik jie atei-
na. Pirminë duomenø ataskaita gau-
nama automatiðkai, o rezultatai kin-
ta po kiekvienos naujos uþpildytos
anketos. Pagal poreiká gautus rezul-
tatus galima rûðiuoti didëjimo ar
maþëjimo tvarka (þr. 2 pav.).
TYRIMØ INTERNETU TRÛKUMAI IR
PRIVALUMAI
Ko gero, didþiausias tyrimø in-
ternetu trûkumas yra nepakanka-
ma interneto skvarba kai kuriose
gyventojø grupëse (vyresnio am-
þiaus, gyvenanèiø maþesniuose
miesteliuose ar kaime, gaunanèiø
vidutines ar maþesnes nei vidutinës
2 pav. Pirminës duomenø ataskaitos langas gautas naudojant RAIT apklausø
internetu vykdymo sistemà AskWeb.
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rinkos tyrimai n MARKETINGO VADYBA
pajamas). Tokia situacija neleidþia
atlikti reprezentatyviø visos ðalies gy-
ventojø nuomonës apklausø interne-
tu. Kaip buvo minëta, specialistø tei-
gimu, tam reikëtø apie 70 proc. in-
terneto skvarbos. Taèiau daþnai mar-
ketingo sprendimams priimti pakan-
ka tam tikros tikslinës grupës atsto-
vø nuomonës. Jeigu tai þmonës, ku-
riø demografinës charakteristikos su-
tampa su interneto vartotojø charak-
teristikomis, tyrimas internetu yra
tinkamas pasirinkimas.
Daþnai teigiama, kad atliekant ap-
klausas internetu negalima kontroliuo-
ti, kas ið tiesø atsakinëja á klausimus.
Èia esti puiki erdvë manipuliavimui
anonimiðkumu. Taip, internetu nepa-
tikrinsi, ar þmogus ið tiesø yra tas, kas
sakosi esàs. Belieka pasikliauti þmoniø
sàmoningumu. Taèiau tokiø atvejø tik-
rai nëra daug. Vis dëlto anonimiðku-
mas internete turi ir privalumø – in-
ternetu gauti atsakymai paprastai yra
nuoðirdesni ir artimesni tiesai.
Þemas atsakymø gráþtamumas
taip pat yra nemaþas apklausø inter-
netu trûkumas. Literatûroje minima,
kad sugráþusiø atsakymø skaièius svy-
ruoja nuo 5 iki 80 proc. Kita vertus,
tokie skaièiai rodo, kad vis dëlto ga-
lima pasiekti pakankamai aukðtà at-
sakymø gráþtamumà, kuris priklauso
nuo tiriamos auditorijos, klausimø
aktualumo ir profesionaliai sudaryto
klausimyno.
Nepaisant ðiø trûkumø, tyrimai in-
ternetu, palyginti su kitomis tradicið-
kesnëmis apklausomis, turi ir priva-
lumø.
Pirmiausia tai greitis. Pasaulyje,
kuriame daug kas priklauso nuo lai-
ku priimtø sprendimø, greitai pateik-
ti tyrimø rezultatai yra labai vertin-
gi. Vykdant apklausas tradiciniais
metodais (asmeninio interviu bûdu
ar telefonu) sugaiðtama daugiau lai-
ko nei per apklausas internetu. Taigi
apklausoms internetu vykdyti reikia
maþiau laiko, nes automatizuojamas
klausimyno skleidimas ir duomenø
suvedimas. Taèiau apklausø interne-
tu trukmë daþniausiai priklauso nuo
konkreèios apklausos ir tikëtina, kad
kai kuriais atvejais gali trukti ilgiau
nei asmeninis interviu.
Antra, dël keliø prieþasèiø tyrimai
internetu kainuoja maþiau negu as-
meninio interviu metodas (Lietuvoje
tai labiausiai paplitæs apklausø vyk-
dymo bûdas). Asmeniniai interviu
brangûs, nes átraukiami keli apklau-
sos vykdymo kintamieji: interviu vyk-
dytojø tinklo iðlaikymas, popieriniø
anketø spausdinimo kaðtai, paðto pa-
slaugø kaðtai ir pan. Apklausà inter-
netu sëkmingai gali vykdyti ir vienas
þmogus. Beveik nëra anketø paruo-
ðimo ir pristatymo bei duomenø ap-
dorojimo kaðtø. Daugiausia kainuo-
ja ásigyti ar sukurti tinkamà progra-
minæ árangà, iðpirkti vietà interneto
svetainëse ir surinkti reikalingø as-
menø el. paðto adresus.
Treèia, dël technologijø apklauso-
se internetu itin paprasta respon-
dentø ávertinimui pateikti vaizdinæ
informacijà. To negalima pasakyti
apie tradicinius metodus. Norint su-
þinoti, ar þmonës pastebëjo tam tik-
rà reklamos kampanijà, ar pateikiant
ávertinimui ámonës prekiø þenklà ar-
ba pakuotæ, paprastai spausdinami
aukðtos kokybës atvaizdai. O tai, þi-
noma, susijæ su padidëjusiais tyrimo
kaðtais. Tuo tarpu internete paveiks-
liukai dedami be didesniø programa-
vimo ar kitokiø kaðtø. Daþnai tokius
ir panaðius tyrimus uþsako reklamos
agentûros arba galutiniai reklamos
uþsakovai, norëdami sumaþinti pri-
imamø sprendimø rizikà, pavyzdþiui,
operatyviai pasitikrinti sprendimus
vaizdinës reklaminës komunikacijos
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MARKETINGO VADYBA n rinkos tyrimai
projektavimo etapu, pasirinkti vienà ið keliø jau supro-
jektuotø reklaminiø praneðimø ar prekiø þenklø, pasitik-
rinti, ar neapgavo nuojauta ir pan. Neretai reklamos agen-
tûrose tokius nedidelius testus atlieka patys agentûros
darbuotojai ar jø artimiausi paþástami. Paskelbus tokià ap-
klausà internete, nuoroda á jà gali bûti operatyviai iðsiun-
tinëta kur kas didesniam skaièiui tyrimui tinkamø asme-
nø, tokiu bûdu gaunami daug patikimesni ir neteisingø
sprendimø rizikà maþinantys rezultatai.
Pasaulinëje rinkos tyrimø praktikoje daþnai pastebima
tendencija, kad þmonës vis daþniau atsisako dalyvauti tra-
dicinëse apklausose. Tuo tarpu internetas dar tik pradeda
ásigalëti. Internetu gauta anketa gali sukelti smalsumà,
todël atsakymai bûna nuoðirdesni. Pastebëta, kad inter-
netu galima surinkti tokià informacijà, kurios tradiciniais
apklausø metodais nebûtø ámanoma gauti. Internetas yra
anonimiðkas, todël tyrimais internetu galima gauti ver-
tingos informacijos ávairiais socialiai „jautriais“ klausimais,
kuriø nepriimta svarstyti vieðai.
Taigi tyrimai internetu yra ekonomiðkesni ir vykdomi
greièiau negu kitos apklausos. Taèiau jei interneto skvar-
ba nepakankama, internetu negalima vykdyti reprezen-
tatyviø visø ðalies gyventojø apklausø (beje, tokiø tyri-
mø atliekama daugiausia). Kita vertus, nuolat didëjanti
interneto skvarba ateityje leis vykdyti ne tik interneto au-
ditorijos, bet it visos ðalies gyventojø reprezentatyvias ap-
klausas. Nors interneto skvarbos didëjimas yra eksponen-
tinis, kol kas sudëtinga prognozuoti, kada interneto var-
totojø skaièius pasieks reikiamà ribà. Pabrëþtina, kad in-
terneto skvarba tam tikrose tikslinëse grupëse yra pakan-
kamai aukðta, kad bûtø galima vykdyti reprezentatyvias
jø apklausas internetu.
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