E-Marketing ResearchPertemuan 9-10

Mata kuliah : M0764 - Marketing E-BusinessTahun : 2010

Learning Objective Understand the importance of researchUnderstand the research processUsing internet for marketing research

The Important of research1. Understanding a particular problem and identifying what action can be taken2. Providing managers with feedback the effectiveness of current marketing strategy3. Allowing new market opportunities to be identified and Evaluated.

The Research process1. Research objective and plan need to be set.2. Appropriate data collection and sampling methods should be chosen3.The question or problem are then pursued by going out And obtaining relevant data.4. Data will be produced in number of form (interview transcript, statistic, etc5. The data are then examined using suitable analytical Technique such as data mining.

Data Collection Methods1. Questionnaires .phone or face to face2. Structured interview. Standard set of question3. In depth interview allow for more open ended discussion4. Observation. Example: watching and recording group process in a product development.5. Focus groups are unstructured, free flowing interview with small groups.

Sampling Methods1. Simple random sampling, in which individuals are randomly selected From the population at large.2. Stratified random sampling, which first divides the population into Groups based on criteria such as gender or age.3. Non Probability sampling is where individuals are selected by The research on the basis of predefined criteria.

Problem with research data1. The research might not be objective,f.e to save money 2. Research may be used to justify a decision that has Already been taken.3. It is possible to “over – research”so the decision making Is stifled by perceive need to check out everything.4. The cost of conducting the research may exceed The benefit obtained from it.5. The result may unexpected, for example research Conducted into the failure of a new product launch.

Activity 11. compare the information that is available from the website of the following market research agencies and then consider the question below:- www.forrester.com- www.acnielsen.co.uk- www.mori.co.ukDo you notice any similarity in terms of the way in which research data are made available by perspective company?Are some more generous with their data interms of what they give away?Which site are easiest to navigate to find what you are looking for?

Question:1.What sources of secondary data can you think of, from both inside and outside an organization?2. List the advantage and disadvantage of secondary data in comparison with primary data?3.Why might data collected from an online questionnaire not be representative of the population as whole?4. Can you think of any other problem in connection with internet survey research?