8/13/2019 Online marketing research methods and approach

1/11

1

PowerPoint to accompanyMMK737 Online Marketing

Module 4

OnlineMarketing

Research

Approaches &

Methods

Stewart Adam, PhD, AFAIM, AFAMI, CPMAssoc. Professor in Electronic Marketing

2

In this topic

Online survey techniques

Online qualitative research, social

media in focus

3

validity

reliability

practicality (efficiency)

Well examine this by way of primary and

secondary data collection, analysis and

reporting

What dimensions do we use to

judge marketing research?

8/13/2019 Online marketing research methods and approach

2/11

2

4

INTERNAL GOVT. PERIODICALS COMMERCIAL

SALES REPORTS

INVOICES

ACCOUNTING

SYSTEM

GENERALLY

INTRANET

EXTRANET

ABS eg. Time

series data

Statistics NZ

& CDATA

ONLINE &

CD-ROM

CIA Worldfacts

Book

BRW

AFR

INDUSTRY

MAGAZINES

E-ZINES

SPECIALIST

PUBLISHERS

ROY MORGAN

DUNN &

BRADSTREET

incl. NIELSEN,

AGB, REARK

GARTNER & IDC

BIS SHRAPNEL

ACCESS ECON.

Research-IT

FT.COM

Electronic secondary data sources

5

RESEARCHAPPROACHES

CONTACTMETHODS

SAMPLINGPLAN

RESEARCH

INSTRUMENTS

ONLINE

OBSERVATION/

CONTENT

ANALYSIS

ONLINEEXPERIMENT

ONLINE FOCUS

GROUPS

ONLINE SURVEY

EMAIL

FAX

TELEPHONE

(CATS)

WEB FORMS

SAMPLING UNIT

SAMPLE SIZE

SAMPLING

PROCEDURE

QUESTIONNAIRE

MECHANICAL

INSTRUMENT

SINGLE SOURCE DATA CONCEPT

Electronic primary data collection

6

email

Hybrid mode:

email / postal invitation

to web questionnaire

(form)

Common electronic survey methods

8/13/2019 Online marketing research methods and approach

3/11

3

7

Intuitively appealing

High speed Low cost

Geographical reach

Difficult respondents

Respondent convenience

Respondent anonymity

Immediate analysis

Broader stimuli potential (colour etc)

Adaptive questioning

Avoid data entry problems

Primary electronic researchbenefits

8

Problems with traditional alternatives

Falling participation levels

Cost of personal interviews

Fear of personal information

Practicalities of panels

Slowness of postal surveys etc

Electronic primary data collection(quantitative)

9

There are difficulties here too!

Sampling (consumer)

Self-selected respondents

Design of questionnaires

e-mail

web survey systems

Inter-personal nuances

Identity validation

Response rates

Completion rates(respondents log off readily)

Electronic primary data collection

(quantitative)

8/13/2019 Online marketing research methods and approach

4/11

4

10

And more difficulties

Is the nominated personcompleting the survey (also with postal)?

Email formatting problems (ASCII v.

HTML)

Open-ended question text box

issues

Adaptive questioning and browser

standards

High screen resolution dependency

Duplication of responses (SUBMIT

SUBMIT

others

Electronic primary data collection(quantitative)

11

Response levels

Several comparative surveys

Faster yes, but response levels are

now consistently lower

Contact failings

Response levels getting worse! Lost its novelty appeal

But, cheap, cheap, cheap... or is it?

Electronic primary data collection(quantitative)

12

WebQUAL Audit : Email+Web (Speed)

Days 1-7: 214 / 2991 - 6 bad = 7.2% (48%)*

Days 8-10: 122 / 2985 - 5 bad = 4.1% (23%)*

*75% of responses in f irst 10 days - no reminders

Days 11-28:114 / 2980 - 4 bad = 3.8% (18%)

Total: 450 / 2976 = 15.1%

Useable: 399 / 2976 = 13.4%

Day 1: Monday 2 August, 1999

Day 10: Wednesday 11 August / Reminder 1 sent

Day 15: Tuesday 17 August / Reminder 2 sent

Day 18: Thursday 19 August / Reminder 3 sent

Day 28: Monday 31 August

Electronic primary data collection

(quantitative) Speed of Response

8/13/2019 Online marketing research methods and approach

5/11

5

13

Club APostal

Club BOnline

Club COnline

Club CPostal

Sent/invited to participate 23,500 23,000 3,900 1,026

Undelivered (invalid address) * * 700 (18%) 6

8/13/2019 Online marketing research methods and approach

6/11

6

16

Consumer Panels given problems difficult to get representative

members (for broader population)

continual need for update due to changingdemographics of users

need for careful validation of panel members

panels need to be large to be effective

Implications labour intensive for maintenance

Electronic primary data collection(quantitative)

17

Use netiquette

Remain non-intrusive

Follow privacy guidelines

Keep it short and simple

Pre-test wording and technology

Use reminders and incentives

Stay clear of newsgroups/blogs

Employ professionals

Some suggestions

Electronic primary data collection(quantitative)

18

Advantages Large sample possible quickly and

cheaply

Immediate analysis (no need forrekeying data )

Low fixed costs

Disadvantages Non-completion

Identity validation

Lost its novelty

In summary

Electronic primary data collection

(quantitative)

8/13/2019 Online marketing research methods and approach

7/11

7

19

Using social media in research

What do we mean by social media?

i.e., do you and I think of the samething?Fortune magazine claims:116 (23%) of the primary US corporations listed on the

2010 Fortune 500 have a public-facing corporate blogupdated in the past 12 months.In 2010, only 32% of top US comp anies relied on the adoption of blogging toestablish a conversation with customers. In 2009 it was the 39%.

298 (60%) of t he new Fortu ne 500 companies haveregularly-updated corporate Twitter accounts. This number is up dramaticallyfrom 35% last year.

280 (56%) of the 2010 Fortune 500 companies have now a solid presence onFacebook.

The Fortune 500 companies which regularly use social media technologiesbelong to a wide spectrum of industries.

Link: http://www.masternewmedia.org/social-media-research-blogging-twitter-and

-facebook-use-trends-inside-us-corporations-2010-update/#ixzz1HrDfbndx

20

Using social media in research

21

Using social media in research

8/13/2019 Online marketing research methods and approach

8/11

8

22

Encourage

participation

Engage withpolls

Ask for, andreport

feedback

Research Community

23

Whatcustomers

want to say

Research Community

24

Social network analysis tools

The six degrees of .

8/13/2019 Online marketing research methods and approach

9/11

9

25

Introducing a new product into anew category

Notion Ink Adam January 2011Dual Core NVIDIA Tegra 2 Android TabletSince then a virtual explosion of tabletssuch as the Lenovo ThinkpadTablet I alsouse.

26

User forums created bycommunity of interest

27

Tracking user forums helps

companies to innovate .

8/13/2019 Online marketing research methods and approach

10/11

10

28

Tracking user forums helpscompanies to innovate .

29

Here we see help from a user .But take care they can use veOWOM

30

. But listen and act

These companies, and others, found out the hard way:

RAMs Twitter

Telstra responds to Tweets within 24 hours (43% of

Telstras online communication with customers is now

through Twitter

Westpac has some 3,300 Twitter followers

Vodafone-Hutchison came up against vodafail.com,

the telecommunications ombudsman and a class action

over network failings and lack of customer service

For more see Ramli, D. (2011) Customer relations hits the tweet spot,Australian Financial

Review, 29 March, Information p. 40.

8/13/2019 Online marketing research methods and approach

11/11

11

31

Questions?