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Unformatted text preview: MGM403 Chapter 7 ONLINE MARKETING RESEARCH I) Using the Internet for Secondary Data A) Sites of Interest to Marketing Researchers 1. Periodical, Newspaper, & Book Databases B) Newsgroups 1. A primary means of communicating w/ other professionals & special-interest groups on the Internet is through newsgroups. 2. Newsgroups an internet site where people can read & post messages devoted to a specific topic. 3. Readers of a newsgroup are free to discuss any issue & communicate w/ anyone in the world who visits that group. C) Blogs 1. Marketing researchers are finding blogs to be an important source of information on just about any topic imaginable. 2. Also used them to recruit respondents for surveys. II) Internet Search Strategies A) Creating a Database from a Web Site A Marketers Dream 1. Cookie - a text file placed on a users computer in order to identify the user when she or he revisits the Web site....
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This note was uploaded on 08/30/2011 for the course MGM 403 taught by Professor Trivedi during the Spring '11 term at SUNY Buffalo.
- Spring '11