Chapter 7- Online Marketing Research

Question 1

What are sources of secondary data?

Answer 1

Sites, Newsgroups, Blogs, Content Aggregators

Question 2

Sites

Answer 2

rich variety of data are available on many different topics for free

Question 3

Newsgroups

Answer 3

function much like bulletin boards for a particular topic or interest; users post messages to a news server, which then sends them to participating servers

Question 4

Blogs

Answer 4

a frequent chronological publication of personal thoughts and web links; many brands are using them to monitor brands, track trends, profile customers, and identify unmet needs; can also be used as a form of individual depth interviews (IDI)

Question 5

Focus Groups

Answer 5

sample of 8-10 people where a moderator asks questions and the participants comment

Question 6

Finding Participants for Focus Groups

Answer 6

The Internet is an excellent tool to locate group participants for a very specific set of requirements

Question 7

Marketing Research Online Communities (MROC)

Answer 7

a carefully selected group of consumers who agree to participate in an ongoing dialogue with a corporation

Question 8

What are the 7 primary advantages of Online Surveys?

Answer 8

• rapid deployment, real-time reporting
• reduced reporting
• reduced costs
• ready personalization
• high response rates
• ability to contact the hard-to-reach
• simplified and enhanced panel management
• external internet panels simplify life for research suppliers

Question 9

What are the 3 disadvantages of online surveys?

Answer 9

1. internet users are not representative of the population as a whole
2. When an unrestricted Internet sample is set-up on the internet
3. The sample frame needed may not be available on the internet

Question 10

Methods of Conducting Online Surveys

Answer 10

• web survey software
• gaining survey completions
• survey design and web hosting sites

Question 11

Commercial Online Panels

Answer 11

groups of individuals who have agreed to receive invitations to do online surveys from a particular panel company such as eRewards or SSI. The panel company charges organizations doing surveys for access to the panel. Charges are usually so much per survey depending on survey length and the type of people being sought for the survey. The panel company controls all access to the members of its panel

Question 12

What are some commercial online panels?

Answer 12

• open panel recruitment

- closed panel recruitment

Question 13

Advantages of Mobile

Answer 13

increased response rate, increased convenience, broader reach, richer content

Question 14

Social media

Answer 14

By analyzing social media exchanges about a product or service, researchers can learn what factors consumers use to determine value, as well as the way they speak about the product, service, or brand