tài liệu phiên dịch - internet marketing (part 1)
DESCRIPTION
Công Ty Cổ phần Giáo dục và Dịch Thuật VEDICO Địa chỉ liên hệ: Văn phòng VEDICO-EDU tại: số nhà 8, ngõ 495 đường Nguyễn Trãi – Thanh Xuân – Hà Nội (gần ĐH Hà Nội, đối diện đường Lương Thế Vinh sang). Tel. 0466573941; 0435533958; Hotline (Edu): 0987 63 63 99 ; 0902 063 175 Email liên hệ: [email protected]TRANSCRIPT
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
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