Week+13_MKTG229_F'15_19_Web+research_Ch3

Week+13_MKTG229_F'15_19_Web+research_Ch3 - DIGITAL...

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start DIGITAL MARKETING MKTG 229 –2016 Ch 3 Web research
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 Recap - writing for digital 2 Oreo story: https :// youtu.be/nw3xD_xSw3g Nike vs. Under Armour: Nike: Be you, be real https:// youtu.be/XjJQBjWYDTs https:// youtu.be/zzbjEMaDjrk Under Armour: I will what I want https:// youtu.be/ZY0cdXr_1MA https:// youtu.be/ikmd-vtRCqo https:// youtu.be/jQFhSY0mt9Q
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 Session objectives 3 1. Importance of online market research 2. Most important concepts in conducting research online 3. Online research methods: surveys, focus groups and monitoring 4. Challenges, pitfalls and how to avoid it
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 Market research 4 Filling information gaps to facilitate making informed decisions about company, brand and business strategy Systematic gathering, recording and analysing of data about Customers Competitors Market and industry Company and brand Online market research is simply the process of using digital tools, data and connections to generate the required insights Yet another industry disrupted by technology
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 Disrupted by technology 5 Started first with Tel interviews Quickly moved to the web, when internet penetration became large enough Proved to be less intrusive More economical Response rate higher Faster data collection and reporting - Less control over survey - Respondent information highly questionable - Cost of maintaining a clean database
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 Digital is measured in nature 6 Capturing behavior in offline spaces requires research, while in digital, it only requires mining and optimizing – most of the time Time to analyze and report dramatically slashed, as digital operates in real-time or near real-time Most importantly, data capture is happening within a natural setting and without interference from strangers
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 Key concepts 7 1. Research methodology 2. Primary or secondary research 3. Qualitative or Quantitative data 4. Sampling methods
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MKTG229_ Centennial college_Course material,CKandil_Fall2015
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