portland state university

Portland State University

Using the Internet for Market Research

Kent LewisAnvil Media, Inc.http://www.anvil-media.com/psucourse

Background

“If you use another person’s work, it’s called plagiarism. If you use many people’s work, it’s called research.”

-Anonymous

Agenda

Traditional vs. online researchPrimary research tools & servicesSecondary research tools & servicesAssignment reviewQuestions

Traditional vs. Online Research

Online research excels in generating timely data and enabling rapid analysis for a low cost.

Online market research is:Ideal for quantitative analysisCost-effectiveQuick turn-aroundHigh volumeAutomated archival and analysisAnytime, anywhereLacks in capture of non-verbal queues

Limitations of online researchNon-random sample (like intercepts)Some size restrictionsNon-verbal cues

Primary Research Overview

Primary research toolsEmail surveysWeb surveysOnline focus groupsWeb site log files

Primary research servicesResearch firms

Primary Research Tools

Web-based surveys HTML pop-up surveysJava-based integrated surveys

Email-based surveysText-based HTML-based

Online focus groupsPlacewareAstoundContigo

Web vs. Email-based

Web-based surveys:Ideal for analysis of concepts and imageryBranching offers customizationWorks well with site visitors (no ownership)Higher volumeNo spamming issuesGenerally more expensive than email

Target Audience vs. Site Visitor

Target market research:Ideal for developing sound strategiesOffers further segmentation of targetDoes not rely on advertising and PRMore expensive than site visitor researchRequires external lists and a bonded 3rd party

Primary Research Services

BizRate.com – evaluate e-commerce companiesE-Poll.com – incentive-based pollsGigaPoll.com – free surveys, polls and ballot toolsQuestions.net – incentive-based surveysVote.com – voice your opinion on current issues

Primary Research Tools

Decisive Surveys – email-based customizableSigma ORG – online focus group providerMarketTools – online research software toolsE-Valuations – Web-based surveysSurveySite – Web-based surveysInformationWorks – Web-based surveysi-OP – Web-based surveys

Web Site Analysis Tools

Understand site visitors and target audienceWhat they see, how they feel, what they doCurrent site visitors:

Log file analysis Site performance

Aggregate and analyze dataCompare with focus groups & surveys

Web Site Analysis Tools

WebCriteria –site usability analysis serviceModels & analyzes site content by:

freshness formatspeed

Ease of use – navigation & functionality

WebTrends – site usage & performance softwareUnique usersImpresssionsPopular pagesReferring URLs

Both require consulting & configuration

Research Firms

ActivMediaAMR ResearchPC DataHarris Poll I/PROMedia MetrixNielsen/NetRatings

Research Aggregators

Bitpipe CommerceNet eMarketerExportHotline IMR Mall NUA InternetProfound ResearchPortal USADATA

Secondary Research Overview

Secondary research toolsSearch engines and directoriesEzines, newsletters, discussion lists, newsgroupsResearch sites and databases

Secondary research servicesAssessing information quality on the Internet

AuthorityBiasCurrencyIntegrity

Search Engines & Directories

Best resource for identifying relevant sitesAlta Vista – technical audienceExcite – consumer/professionalGoogle – popularity-based searchGoTo – link purchaseHotBot – technical audience, Gen-XLycos – consumer, womenMSN – Microsoft’s engine and directoryNorthern Light – smart engine, largest databaseOpen Directory (DMOZ) – Yahoo competitorYahoo! – Granddaddy directory and portal

Additional Search Tools

META search enginesDogpileMetaCrawlerSavvySearchWebFerretRocketSearch

Other search/research toolsAlexa – related links, traffic, freshness ratingsCopernic – desktop meta search engine toolWordTracker – keyword research service

Secondary Resources

Ezines and newsletters (lit search)Start with Yahoo! categories and keywordsMay include CNET, MSNBC, Slate, WSJ.com

Newsgroups and discussion listsNewsgroups are Web-based text formatDeja.com is best resource Uncover sales, support & PR opportunitiesDiscussion lists are email-basedBulletin board systems

Search Tips

Boolean terminology:and – contains both termsor – contains one or both termsexact phrase – contains the phrase

Use dropdowns to refine searchConsider advanced search featuresOpen multiple windows for search engine

research, one per engine.

External Presence Analysis

Techniques:Related linksKeyword researchSearch engine researchInbound site linksLink opportunitiesOnline coverageNewsgroup mentionsCompetitive analysis

Internet Presence Analysis

IPA Project:Bring a disk to classPick a support partnerChoose a company, product or topicReview IPA worksheet tabsComplete each tabReview and analyze resultsPrepare 10 minute summary presentationPresentations will be given during last class

Resources

Book:The Handbook of Online Marketing Research:

Knowing Your Customer Using the Net by Joshua Grossnickle and Oliver Raskin

Sites:http://www.anvil-media.com/psucourse http://www.backflip.com/members/playdoh_69