chapter 7 - marketing research

Marketing Research 8th Edition Marketing Research 8th Edition Aaker, Kumar, Day Aaker, Kumar, Day

Marketing ResearchMarketing Research

Aaker, Kumar, DayAaker, Kumar, Day

Eighth EditionEighth Edition

Instructor’s Presentation SlidesInstructor’s Presentation Slides


Chapter SevenChapter Seven

Marketing Research Marketing Research

On The InternetOn The Internet


From Your Office to the WorldFrom Your Office to the World

Home/Office

ISPInternet Service

Provider

Network ServiceProvider

NSPTelephone lineCarrying either analog (modem) or digital (ISDN) signal.

Telephone lineCarrying signal via T3 connection(45 Mbps).

Modem or ISDN

Backbone Connections


Marketing Research on the InternetMarketing Research on the Internet

What is the Internet?What is the Internet? Worldwide network of computersWorldwide network of computers

Exploring the InternetExploring the Internet WWWWWW E-mailE-mail USENETUSENET FTP (File Transfer Protocol)FTP (File Transfer Protocol) TELNETTELNET


Characteristics of the InternetCharacteristics of the Internet

Characteristics of Internet Users:Characteristics of Internet Users: Less computer savvyLess computer savvy

Less affluentLess affluent

More women users than ever beforeMore women users than ever before

80% of internet users are under age 5080% of internet users are under age 50

39% of internet users are college graduates39% of internet users are college graduates The most significant growth in internet users are among non-The most significant growth in internet users are among non-

college graduatescollege graduates


WWW Information for Marketing WWW Information for Marketing DecisionsDecisions

CyberatlasCyberatlas New Media ResearchNew Media Research AdCountAdCount HERMESHERMES Project 2000Project 2000


Primary Research on the InternetPrimary Research on the Internet

E-mail SurveysE-mail Surveys

Web-based SurveysWeb-based Surveys

On-line Focus GroupsOn-line Focus Groups


Comparison of Information SourcesComparison of Information Sources

InternetInternet

(www, Usenet)(www, Usenet)

Professional Professional DatabaseDatabase

(e.g., Lexis/Nexis)(e.g., Lexis/Nexis)

Commercial Commercial

On-line ServicesOn-line Services

(e.g, Compuserve)(e.g, Compuserve)

SpeedSpeed Low to highLow to high HighHigh Low to highLow to high

Information Information StructureStructure

Structure not very Structure not very goodgood

Very well structuredVery well structured Well structuredWell structured

Information scope Information scope Very broadVery broad Depends on the Depends on the database, mostly database, mostly narrownarrow

Medium to broadMedium to broad

Overall information Overall information qualityquality

Low to highLow to high High to very highHigh to very high Medium to highMedium to high

Search toolsSearch tools Limited, not Limited, not completecomplete

Extensive, accurateExtensive, accurate Mostly accurateMostly accurate

User supportUser support LimitedLimited Very goodVery good GoodGood

CostCost LowLow High to very highHigh to very high MediumMedium


Secondary Research on the InternetSecondary Research on the Internet

Custom Search ServiceCustom Search Service

AgentsAgents

Free Information ProvidersFree Information Providers


The Seven Deadly Sins of On-Line The Seven Deadly Sins of On-Line SearchingSearching

PridePride Assuming one does not need to read the manual or other material Assuming one does not need to read the manual or other material for the search processfor the search process

HasteHaste Rushing into a search before thinking through your search goalsRushing into a search before thinking through your search goals

AvariceAvarice Trying to perform an extensive search when only a few good Trying to perform an extensive search when only a few good pieces of information are necessarypieces of information are necessary

ApathyApathy Not thinking creatively about what sources would best cover the Not thinking creatively about what sources would best cover the subjectsubject

SlothSloth Using the same old sources for every searchUsing the same old sources for every search

Narrow Narrow mindednessmindedness

Trying only one formulation of the searchTrying only one formulation of the search

IgnoranceIgnorance Not knowing the on-line system’s tricks and toolsNot knowing the on-line system’s tricks and tools


How to Search for InformationHow to Search for Information

Search EnginesSearch Engines

Use of Multiple SourcesUse of Multiple Sources

Search for Words and PhrasesSearch for Words and Phrases


International Marketing Research on International Marketing Research on the Internetthe Internet

Recent DevelopmentsRecent Developments IntranetsIntranets

SpeedSpeed

ExtranetExtranet


Where The Users AreWhere The Users Are

U.S. & Canada

AfricaSouth AmericaAsia/Pacific

Europe

Middle East

chapter 7 - marketing research

Education