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Online MARKETING RESEARCH

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Shopping Cart Analysis. Discrete Choice Modeling. 20. Online Conjoint ... As Online shopping increases in the future, MR will increasingly move to that ... – PowerPoint PPT presentation

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Title: Online MARKETING RESEARCH


1
Online MARKETING RESEARCH
  • Presented by
  • Howard Dover
  • Shweta Singh
  • Danny Liu
  • Jasmine Lin
  • Sue Liang

2
Definition Online Marketing Research
  • A very broad term that covers a whole range of
    activities from surfing for information on the
    web to conducting customized surveys or online
    focus groups on the web.
  • With respect to Marketing Research, it tends to
    refer more to methods that use internet
    technology to collect data from respondents.

3
Internet Changing life/Business
  • 150 million by the end of the year.
  • Nascent Growing sector, as opposed to
    traditional brick and mortar but has immense
    potential.

4
Market Research on Internet
  • How the Internet can be used as an effective and
    viable research tool?
  • The advantages and disadvantages of online
    research
  • key applications of the Internet

5
Type of questions for MRI
6
Disadvantage of Traditional MR
  • Time consuming
  • Paper-intensive
  • Separate phases of design, data-collection, and
    analysis

7
Advantages as compared to Traditional
  • Relatively inexpensive
  • High speed associated with data collection
  • Uses graphics and visual aids
  • Visitors tend to be loyal to particular sites and
    are willing to give up time to complete the forms

8
Advantages(Cont.)
  • Ability to reach otherwise hard-to-find and
    geographically dispersed target groups
  • Ease and convenience for respondents to
    participate

9
Disadvantages of MRI
  • Representation Approx. 40 have internet access
    in US. The elderly, poor, uneducated and rural
    residents are underrepresented.
  • Interactiveness Participants cannot interact
    with products as well as they can in real life.
    Essence of focus group lost using a computer
    screen. Most of time, body language and
    expression not seen.

10
Disadvantages(Cont.)
  • Anonymity a drawback.
  • Only surveys current, not potential customers.
  • Needs knowledge of software to set up
    questionnaires and methods of processing data
  • May deter visitors from your website
  • Difficult to maintain security for information
    about new product concepts
  • Is online respondents representative of target
    population?

11
What must a researcher ask before considering the
Internet?
  • Can a representative sample of participants be
    drawn?
  • How confidential is the material and questions to
    be distributed on the Web?
  • How complex is the research interview process?

12
Current Techniques For MR
  • E-mail surveys
  • Web-based surveys
  • Online focus groups
  • Internet Panel Research
  • Disks-by-mail

13
Current Technology( cont.)
  • Email
  • Long survey and surveys with skip pattern are
    difficult to administer using standard email
    technology

14
Current Technology(cont.)
  • Web-browser-based
  • Most popular
  • Most firm use it
  • Examples
  • IBM
  • AOL

15
Current Technology
  • Qualitative Online research
  • On-line focus group
  • In-depth interviews
  • In-depth bulletin boards
  • List-serve discussions

16
Online Focus Group
  • Cost
  • 8-10 people
  • From 90 minutes to 2 hours
  • Chat room
  • Controlled environment
  • Two-day online focus group

17
  • Source www.surveysite.com

18
In-depth Interview
  • 25 or more participants
  • From 1-2 days
  • Gain extraordinary amount of qualitative
    information
  • Allows respondents to react to and build on each
    others ideas

19
Analytical Methods being Used Online
  • Conjoint Analysis
  • Perceptual Mapping
  • Shopping Cart Analysis
  • Discrete Choice Modeling

20
Online Conjoint Analysis
  • Basic concept
  • Example
  • Choice simulation
  • Data collection
  • Why it works
  • Requires tradeoffs that are similar to those in
    the market
  • Simplification in conjoint may mirror that in the
    market
  • Conjoint profiles are orthogonal
  • Conjoint simulators account for heterogeneous
    Tastes in a Market
  • Who use it?

21
Perceptual Mapping
  • Source www.surveysite.com

22
Shopping cart analysis
  • To answer WHY
  • Pop-up Survey Software
  • the attitudes and opinions of online shoppers are
    captured immediately after they have made the
    decision not to purchase.

23
Discrete Choice Modeling(DCM)
  • Forecast price elasticity of demand and sales
    potential
  • Determine critical pricing pointsto impact
    preference
  • Increase sample sizes
  • Access hard-to-reach populations.

24
Which Internet data collection methodologies work
best?
  • Source www.infotech.com

25
(Cont.)
26
(Cont)
27
Future of Online MR
  • Present static or moving-picture advertisements
  • Virtual Product Displays
  • Automated Response Monitoring
  • Increase Bandwidth Computer Speed
  • Intelligent Consumer Devices will be installed in
    more household

28
Future of Online MR (cont.)
  • Online Experimental Research Methods will
    globalize
  • Virtual Shopping Experiments
  • Microsoft ODRT
  • Artificial intelligent agents
  • Fast changing technology will be a challenge to
    Market Researcher

29
Issues in Online MR
  • Heavy traffic
  • Lacking sufficient bandwidth
  • Suffer from self-administered surveys
  • Reliability and Validity of online measures
  • retest, parallel forms of a scale
  • Sampling issue

30
Issue-sampling (cont.)
  • Difficult to specify a sampling frame
  • No centralized listing of users
  • Mobile customers and global customers
  • Bias Self-selected panels
  • Non-representative
  • Internet users are a representative of adult user
    or of segment?
  • Knowledge Networks Approach

31
Ethical issue
  • Privacy
  • Cookies
  • Data-augmented URL strings
  • Click-stream
  • Spamming (unsolicited email)

32
Conclusion
  • As Online shopping increases in the future, MR
    will increasingly move to that arena to measure
    online shoppers behaviors
  • On-line medium is the integration of research
    with product testing, advertising promotion,
    product display, pricing strategy, sales order
    track, processing and fulfillment

33
  • Any
  • Question?
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