Marketing Research on the Internet: A Tale of Two Researchers

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Marketing Research on the InternetA Tale of Two
Researchers

• Pat Garcia, Aventis
• Glenn Chelliah, Wyeth-Ayerst

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REVIEWING PAST TOOLS OF THE TRADE
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Evolution of Marketing Research Methods
_at_
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• ADVANTAGES
• Most flexible way to obtain data
• Identity of respondent known
• Non-response is very low
• Sample is totally controllable

• DISADVANTAGES
• Likely to be most expensive method
• Could have problems with group dynamics
• Dangers of interviewer bias

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• ADVANTAGES
• Wider sampling possible
• No field staff No interviewer bias
• Cost per questionnaire relatively low
• May be an increase of frankness on sensitive
  issues

• DISADVANTAGES
• Only interested people may reply
• If non-response is high then cost per return
  rises
• Probing or exploratory questions cannot be asked
• Likely to be slowest of all methods

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• ADVANTAGES
• Representative and wide sampling
• Cost per response relatively low
• Fast way to obtain information
• Generally low non-response rate
• Supervision can control interviewer bias

• DISADVANTAGES
• Interview period unlikely to exceed 25 minutes
• Questions have to be simple, short and precise
• Probing is difficult and sensitive questions
  cannot be asked
• Cannot be used for unlisted individuals

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How do these methods stack up?

• Cost
• Speed
• Reach
• Quality
• Control
• Reproducibility
• Interviewer Bias

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How do these methods stack up?
?????
N.B. The efficiency of some of these tools will
vary by country
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What about the Internet?
_at_
Cost Speed Reach Quality Control Reproducibility I
nterviewer Bias
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What about the Internet?
_at_
Cost Low? Cost of recruitment to
consider Speed Fast? But doctors appear to
wait for weekend? Reach Constantly
increasing Quality High? Control Password
access? Faux registration details? Reproducibility
More Midpt responses and DKs than
phone? Interviewer Bias NA-But jury still out on
Sampling bias
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Some Real-Life Examples

• Study 1 -- Rapid Survey - focused investigation
• Study 2 -- E-mail discussion
• Study 3 --Rapid research communications

. and what we learned
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Internet Study 1

• Objective How to facilitate integration of
  medication schedule within overall care
• Constraint Time and Budget
• Method Qualitative exploratory marketing
  research among caregivers of chronic care
  patients, including mini-diary study
• E-mail discussion Sending questions daily and
  sharing results with brand team to orient the
  following days questions

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Internet Study 2

• Objective To explore the need for developing a
  new formulation (which implies a new dosing
  schedule)
• Constraint Needed input for a Meeting
• Method Qualitative exploratory marketing
  research among patients and physicians
• E-Mail to physicians and patients

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Internet Study 3

• Objective Awareness, usage and perception study
  of a Product only available in France.
• Constraint 10 days to make decision for
  in-licensing
• Method Identify users, telephone survey, gt25
  respondents
• Internet used as the communication tool
• Real-time resultsClosed communication

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Some Points We Considered When Selecting an Agency
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Some points we considered when selecting an
Agency

• Do we need a market research agency with
• Internet technical expertise only?
• or
• Internet technical and market research
  expertise?
• To what extent can they advise on questionnaire
  design?
• Will they provide answers in real time?
• How about set-up time?
• What is the analysis plan?

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Some points we considered when selecting an
Agency (continued)

• How are they going to recruit the respondents?
• How will they determine who is answering the
  questions?
• How will they ensure the security of the site?
• Can they advise you on Internet
  advantages/disadvantages vs. traditional
  methods?

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Closing Thoughts
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• Learning Points from Our Experience
• Prior to study, prepare customers for greater
  involvement in Marketing Research process
• Keep all stakeholders fully involved
• Keep the questionnaire simple
• Be ready to provide immediate analysis
  interpretation
• Manageevolving picture of the results
• Findings, Conclusions and Recommendations
  comes from the assessment of the entire study

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Exciting Possibilities

• Opportunity for broader team participation
• eg, Group discussion relayed on the Web to any
  location
• Evolution of thought and ideas can be followed as
  they are being discussed
• Permit the organization to communicate directly
  with the customer on a global basis
• Terrific opportunity for Market Research to
  increase its Advisory Role

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Thank you!

• Pat and Glenn
• Thanks to Kathryn Jones for her contribution