Using Internet in marketing research.

Nguyen Thao Nguyen U1178010

Contents

Overview

Primary research

Secondary research

1.Overview

“Online market research spending has increased to an estimated $1.3 million in 2006 from $253 million in 2000”

Source:Aaker, D.A. 2011, Marketing research, Wiley, Singapore

1.1 Advantages

Lower cost.Wide audience.Covering virtually every topicAbility to conduct international research

from one place.Save timeHonest answer

1.2 Disadvantages

Low security.Lacking the

dynamics of a face-to-face discussion.

Unreliable information sources

Contents

Overview

Primary research

Secondary research

2.1 Email surveys

No intermediariesAsynchronous

communication.

Drawbacks: Spam (According to Radicati

Group – a market research firm, 70% email was sent daily in 2006 are spam).

2.3 Online Panels

Harris Poll OnlineSM Panel

The Harris Poll Online Panel consists of individuals from throughout North America and Western Europe who have double opted-in and voluntarily agreed to participate in our various online research studies.

Advantage High-quality data acquired from willing,

interested, and motivated participants. The viability of electronic monitoring of

respondents through log files analyses

Online Focus Group

Online Focus Group

Advantages: Reaching target segments

more effectively. Encourages respondents

answer with honest and spontaneous when they can hide their face.

Disadvantages: Lacking the dynamics of a

face-to-face discussion.

Contents

Overview

Primary research

Secondary research

LOGO