e-marketing research - viva university · pdf filee-marketing research part iii: e-marketing...

Lecturer:

Richard Boateng, PhD. • Lecturer in Information Systems, University of Ghana Business School

• Executive Director, PearlRichards Foundation, Ghana

Email:

[email protected]

E-marketing Research

Part III: E-Marketing Strategy

Chapter 6: E-Marketing Research

1

www.vivaafrica.net | Dr. Richard Boateng ([email protected]) | Strauss, J. and Frost, R. (2009) E-Marketing 5/E, Pearson Education, Inc.

Class Website

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Use the class website WEEKLY, ask/comment on the articles,

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Please Add your name and the course code

2


Learning Objectives

After this session, you will be able to:

Identify the three main sources of data that e-marketers use to address research problems.

Discuss how and why e-marketers need to check the quality of research data gathered online.

Explain why the internet is used as a contact method for primary research and describe the main internet-based approaches to primary research.

6-2


Primary Research Steps 6-15

Exhibit 6.10


What are common sources of data for marketing

planning?

1. Internal Records

2. Secondary Data

3. Primary Data

Marketing Knowledge Management 6-5


Source 1: Internal Records 6-6

Accounting, finance, production, and marketing

personnel collect and analyze data.

Sales Data – Sales information systems (sales force automation

software) allow employees to input sales calls to prospects and

current customers. Competitive and industry information can also be

recorded as well as customer complaints or compliments.

Customer Characteristics and Behavior – Customer activity is perhaps

the most important internal marketing data one can collect. E-

marketers can record anything from the stickiness of particular web

pages to geographic distribution. Analyzing customer patterns help

greatly with marketing and advertising campaigns.


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Source 2: Secondary Data

Industry Reports - Can be collected more quickly and

less expensively than primary data.

Secondary data may not meet e-marketer’s

information needs.

Data was gathered for a different purpose.

Quality of secondary data may be unknown.

Data may be old.

Marketers continually gather business intelligence by

scanning the macroenvironment.

6-8


Public and Private Data Sources

Publicly generated data

Country Statistics – ISSER, Ghana Statistical Service,

Ghana Investment Promotion Council

Marketing Association

Privately generated data

Marketing Research Companies

Nielsen/NetRatings

Commercial online databases

6-9


Product Databases

6-10

Product databases hold information about product

features, prices, and inventory levels; customer

databases hold information about customer

characteristics.

UPC – Universal Product Code

about every package you see has a UPC

bar code printed on it. In fact, nearly every

item that you purchase from a grocery

store or department store has a UPC bar

code on it somewhere.

Brain, M. (2000, 01 April) How UPC Bar Codes Work, Electronics, How Stuff Works, Retrieved from

http://electronics.howstuffworks.com/gadgets/high-tech-gadgets/upc.htm [20 June 2012]


Product Databases

6-11

UPCs originate with a company called the Uniform Code Council (UCC).

A manufacturer applies to the UCC for permission to enter the UPC

system. The manufacturer pays an annual fee for the privilege. In return,

the UCC issues the manufacturer a six-digit manufacturer identification

number and provides guidelines on how to use it.

The UPC symbol has two parts:

1. The machine-readable bar code

2. The human-readable 12-digit UPC number

The manufacturer identification number is the first six digits

of the UPC number -- 639382 in the image above. The

next five digits -- 00039 -- are the item number.

UPC Coordinator in each firm has to manage the numbers

and keep them unique for each item




Product Databases

6-12

The last digit of the UPC code is called a check digit. This digit lets

the scanner determine if it scanned the number correctly or not. Here

is how the check digit is calculated for the other 11 digits, using the

code 63938200039 1. Add together the value of all of the digits in odd positions (digits 1, 3, 5, 7, 9 and 11).

6 + 9 + 8 + 0 + 0 + 9 = 32

2. Multiply that number by 3.

32 * 3 = 96

3. Add together the value of all of the digits in even positions (digits 2, 4, 6, 8 and 10).

3 + 3 + 2 + 0 + 3 = 11

4. Add this sum to the value in step 2.

96 + 11 = 107

5. Take the number in Step 4. To create the check digit, determine the number that, when added

to the number in step 4, is a multiple of 10.

107 + 3 = 110

6. The check digit is therefore 3.

Each time the scanner scans an item, it performs this

calculation. If the check digit it calculates is different from the

check digit it reads, the scanner knows that something went

wrong and the item needs to be rescanned.




Product Databases

6-13

One thing you will notice if you start looking at UPC codes in detail

is that the big manufacturers have manufacturer IDs with lots of

zeros in them. Quaker Oats - 030000

You can see that Coke's manufacturer ID is 049000. However, if

you look at can of Coke or most 2-liter bottles, you will find that

the UPC code is much shorter -- only eight digits total. Here's the

bar code from a 2-litre bottle of Sprite:

Here is the bar code from a 3-litre

bottle of Diet Coke:

049000 01134 0

049 551 0 6

049 – manufacturer ID first 3 digits

551 – is the item number for this

bottle of Sprite, shortened from

00551

0 – fourth digit of manufacturer ID

6 – check digit

short bar codes are called

zero-suppressed numbers




Source 3: Primary Data

Primary data are information gathered for the first time to solve a particular problem.

Primary data collection through:

Experiments

Focus groups

Observation

Survey research

6-14


experiment

Create situations and examine effects

treatment control

Neuman, W.L. (2011) Basics of Social Research: Qualitative and Quantitative Approaches, 2/E, Pearson

Education – ISBN ISBN-10: 0205484379 | ISBN-13: 9780205484379


Focus Groups

A semi-structured group session, moderated by a

group leader, held in an informal setting, with the

purpose of collecting information on a selected topic.

A carefully planed discussion designed to obtain

perceptions on a defined area of interest in a

permissive non-threatening environment.

Sorensen, C. (2000)CICI 502 Survey of Research in Curriculum, Northern Illinois University,

http://www.cedu.niu.edu/~sorensen/502/powerpoint/topicD/qlnotes.htm [accessed Feburary, 2012]

Focus groups is a type of interview where multiple participants are

involved and responses can build on one another. A focus group is

particularly useful in obtaining a variety of views or opinions about a topic or

issue.

Focus groups are used to obtain information of qualitative nature from a

predetermined and limited number of people.

16


Observation

Participant Observer - engages fully in the

activities being studied but is known to the

participants as a researcher. Example: a

researcher gets permission from a teacher to sit

in a class and make observations over a

semester.

Goal is to immerse researcher in the setting so

he/she can see, hear, feel, experience, subject’s’

daily life.




Observation

Unobtrusive or Non-participant Observer - researcher watches

but does not participate in group activities. Example: researcher conducts

a number of interviews with teachers in a school.

Covert Observer - researcher disguises identity from other

participants (ethical issues). Example: conducting the research in disguise

Simulations - asking subjects to act out certain situations or roles.

May be individual or group role playing.




Survey

Questionnaire to record answers from a

sample

Kerlinger (1973) defined survey research as a

study on large and small populations by

selecting samples chosen from the desired

population and to discover relative incidence,

distribution and interrelations.

The ultimate goal of survey research is to learn

about a large population by surveying a

sample of the population;

Neuman, W.L. (2011) Basics of Social Research: Qualitative and Quantitative Approaches, 2/E, Pearson

Education – ISBN ISBN-10: 0205484379 | ISBN-13: 9780205484379

OUM (2010) Topic 9 Qualitative Research Methods, Course Hand out CMRM6103 Research Methodology/GMRM5103 Research Methods, AIT

Open University of Malaysia, Ghana


Survey Techniques

Neuman, W.L. (2011) Basics of Social Research: Qualitative and Quantitative Approaches, 2/E, Pearson Education

OUM (2010) Topic 9 Qualitative Research Methods, Course Hand out CMRM6103 Research Methodology/GMRM5103 Research Methods, AIT

Open University of Malaysia, Ghana

1. Mail and Self-Administered Questionnaire

• Cheap, slow, lowest response rate

2. Web Surveys

• Cheapest, fastest, moderate response rate

3. Telephone Interviews

• Moderate cost, fast, moderate response rate

4. Face-to-face Interviews

• Expensive, slow, highest response rate


Exhibit 6.15

Online Research: Advantages & Disadvantages

6-21


Ethics of Online Research 6-22

Companies conducting research on the Web often

give respondents a gift or fee for participating.

Other ethical concerns include:

Respondents are increasingly upset at getting unsolicited e-

mail requests for survey participation.

“Harvesting” of e-mail addresses from newsgroups without

permission.

“Surveys” for the sole purpose of building a database.

Privacy of user data.


The law protects intangible or intellectual property

through 3 basic mechanisms:

Patent law is centered on inventions.

Copyright addresses issues of expression.

Trademark is concerned with words or images used in

the market.

Digital Property 5-23


Copyright is the primary means of protecting most

expression on the Internet.

Chief protections include:

Doctrine of Fair Use

Ability to copy protected material for education and news

reporting.

Copyright 5-24


Copyright, cont. 5-25

The No Electronic Theft (NET) Act was signed into law in 1997.

Confers copyright protection for computer content and imposes sanctions for infringement.

The 1998 Digital Millennium Copyright Act (DMCA) contains several provisions.

Protects ISPs from acts of user infringement.

Criminalizes the circumvention of software protections.

Complies with international standards for copyrighted material.


Trademark law concerns the ownership of intellectual

property that identifies goods or services.

Trademark law as been applied to the internet naming

system of domain names.

Similarities in names may result in trademark infringement

claims.

A trademark violation, cybersquatting, involves the

registration of domains that resemble or duplicate existing

ones.

Trademarks 5-26

www.myjoyonline.com / www.myjoyeonline.com

/www.mijoyonline.com /www.minejoyonline.com

www.myjoyonline.net / www.myjoyonline.biz


Licenses are an increasingly popular method of

intellectual property protection.

Licenses allow the buyer to use the product but restrict

duplication or distribution.

Licenses may be two basic types:

Shrinkwrap or break-the-seal licenses - terms and conditions

of a contractual nature which can only be read and accepted by the

consumer after opening the product.

Clickwrap licenses where the user is required to click a

button to accept the terms

Legal trend favors enforcement of software licenses.

Licenses 5-19


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All rights reserved. No part of this publication may be reproduced, stored in a

retrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior written

permission of the publisher. Printed in the United States of America.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

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