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Online Marketing Research Gay, Charlesworth & Esen Chapter 4 Researching the Market The Micro-Environment – Competitor, Supplier & Distributor Analysis The Macro-Environment – Socio Cultural, Economic, Political, Legal and Natural Environments Customer Research – Demographics, Lifestyle, On and Offline Buyer Behaviour, Motivational studies & Web Metrics The Marketing Mix Elements – Product, Price, Place & Promotion (Goods)- People, Physical & Process (Services) especially relevant to online offerings The Marketing Research Trade-Off Cost Accuracy Speed UK Business Information Players • News Aggregators – LexisXexis • Company Financial Information – D&B • Legal, Tax & Regulatory – Thomson • Market Research – Mintel • Economic Data – Global Insight Some Strengths & Weaknesses in Online Marketing Research • Speed of accessing information • Cost effective • Quality and quantity of information is evolving • Growing consumer confidence online is improving response and completion rates • Multimedia formats provide greater creativity and flexibility • Sample populations were not representative • Online sources maybe of dubious reliability • Some survey methods e.g. Pop-ups, cause irritation • Problems of reach due to issues like changing e-mail addresses • Self select can be unrepresentative Internal Secondary Data via Web Metrics • Sales per visitor • Cost per visitor • Conversion rates • Length of site visits • Pages visited • Numbers failing to complete shopping cart to checkout processes • Responses to campaigns and incentives Common Online Primary Research Activities • Advertising Research (incl. Content Analysis, Banner Ads etc.) • New Product Testing • All aspects of web site evaluation • Partner and Reseller satisfaction surveys • Online Omnibus Surveys • Online Focus Groups • Usability Testing Online Survey Methods • E-Mail questionnaires • Web-based questionnaires • Public Chat rooms • Discussion Groups • Online Focus Groups Survey Errors • Coverage error • Sampling Error • Non-Response Error • Measurement Error