Introducing Marketing Research

By Paul Baines; Bal Chansarkar | Go to book overview

11
Internet Marketing
Research
Learning OutcomesAfter reading this chapter you will be able to:
Understand the contribution that the Internet can make to marketing
research.
Know how to collect primary data using the Internet.
Compare on- and off-line approaches to primary data collection
Describe the difficulties associated with data collection in Internet
marketing research.

Introduction

In a relatively short period of time, the Internet has become a primary source of information for researchers. In particular, the Web now provides ready access to secondary data on all aspects of business, including estimates of the number of consumers connected to the Internet, analyses of specific market sectors, marketing intelligence reports and competitor profiles. There is a growing Amount of useful marketing information available on the Internet, much of it posted by Internet research companies such as AC Nielsen, NOP, Nua, Jupiter MMXI and Forrester (see Kumar, Aaker and Day, 1999, Chapter 6 for a review), but government bodies and academic institutions (e.g., GVU, 1998) have also made significant contributions. In this chapter, however, we will concentrate on the use of the Internet for primary research, and particularly survey research. (See Chapter 3 and Lescher, 1995, for ideas on using the Internet for secondary research.)

So what does on-line marketing research look like? To many observers, the most obvious form is the on-line poll included on many websites. You v\fell probably have seen one or more of these, identifying the best footballer of the twentieth century,

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