of respondents at same time via email or by posting them on selected sites o Responses can be instantaneous Internet eliminates most of postage, phone, interviewer, & data-handling costs associated w/other approaches Low cost puts online research well within reach of almost any business, large or small Internet-based surveys also tend to be more interactive & engaging, easier to complete & less intrusive than traditional phone or mail surveys Garner higher response rates Internet is an excellent medium for reaching hard-to-reach consumers o Elusive teen, single, affluent, & well-educated audiences
Good for reaching people who lead busy lives Companies adopting qualitative internet-based research approaches, such as online focus groups, blogs, & social networks A primary qualitative internet-based research approach is o nline focus group o Can be conducted in any language & viewed w/simultaneous translation o Work well for bringing together people from different parts of the country or world at low cost o Researchers can view sessions in real time from anywhere, eliminating travel, lodging, & facility costs o Results are immediate Both quantitative & qualitative internet-based research have some drawbacks o Major problem is controlling who’s in online sample o Without seeing respondents, it’s difficult to know who they are o Many online research firms use opt-in communities & respondent panels o Many companies are now developing their own custom social networks & using them to gain customer inputs & insights Online Behavioural and Social Tracking and Targeting Companies are listening to & watching consumers by actively mining the rich veins of unsolicited, unstructured, “bottom-up” customer info already coursing around the internet Online listening provides the passion & spontaneity of unsolicited consumer opinions o Listening to & engaging customers online can provide valuable insights into what consumers are saying or feeling about a brand o Can provide opportunities for building positive brand experiences & relationships Companies can track what searches consumers make, what sites they visit, what music & programming they consume, how they shop, & what they buy
In a practice called behavioural targeting, marketers use online data to target ads & offers to specific consumers Social targeting also mines individual social connections & conversations from social networking sites Consumers shop a lot like their friends & are much more likely to respond to ads from brands friends use Online listening, behavioural targeting, & social targeting can help marketers harness massive amounts of consumer info swirling around internet As marketers get more adept at trolling blogs, social networks, & other internet domains, many critics worry about consumer privacy Following consumers online & stalking them w/ads is creepy Sampling Plan Marketing researchers usually draw conclusions about large groups of consumers by studying small sample of the total consumer pop.
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- Spring '15
- Marketing, customer needs