Marketing Research 8th Edition

Aaker, Kumar, Day

Marketing Research

Aaker, Kumar, Day

Eighth Edition

Instructor’s Presentation Slides

Marketing Research 8th Edition

Aaker, Kumar, Day

Chapter Seven

Marketing Research

On The Internet

Marketing Research 8th Edition

Aaker, Kumar, Day

From Your Office to the World

: Home/Office

ISP Internet Service

Provider

Network Service

Provider

NSP

Telephone line

Carrying either

analog (modem)

or digital (ISDN)

signal.

Telephone line

Carrying signal via

T3 connection

(45 Mbps).

; Modem or ISDN

Backbone

Connections

Marketing Research 8th Edition

Aaker, Kumar, Day

Marketing Research on the Internet

What is the Internet?

Worldwide network of computers

Exploring the Internet

WWW

E-mail

USENET

FTP (File Transfer Protocol)

TELNET

Marketing Research 8th Edition

Aaker, Kumar, Day

Characteristics of the Internet

Characteristics of Internet Users:

Less computer savvy

Less affluent

More women users than ever before

80% of internet users are under age 50

39% of internet users are college graduates

The most significant growth in internet users are among non-

college graduates

Marketing Research 8th Edition

Aaker, Kumar, Day

WWW Information for Marketing

Decisions

Cyberatlas

New Media Research

AdCount

HERMES

Project 2000

Marketing Research 8th Edition

Aaker, Kumar, Day

Primary Research on the Internet

E-mail Surveys

Web-based Surveys

On-line Focus Groups

Marketing Research 8th Edition

Aaker, Kumar, Day

Comparison of Information Sources

Internet

(www, Usenet)

Professional

Database

(e.g., Lexis/Nexis)

Commercial

On-line Services

(e.g, Compuserve)

Speed Low to high High Low to high

Information

Structure

Structure not very

good

Very well structured Well structured

Information scope Very broad Depends on the

database, mostly

narrow

Medium to broad

Overall information

quality

Low to high High to very high Medium to high

Search tools Limited, not

complete

Extensive, accurate Mostly accurate

User support Limited Very good Good

Cost Low High to very high Medium

Marketing Research 8th Edition

Aaker, Kumar, Day

Secondary Research on the Internet

Custom Search Service

Agents

Free Information Providers

Marketing Research 8th Edition

Aaker, Kumar, Day

The Seven Deadly Sins of On-Line

Searching

Pride Assuming one does not need to read the manual or other material

for the search process

Haste Rushing into a search before thinking through your search goals

Avarice Trying to perform an extensive search when only a few good

pieces of information are necessary

Apathy Not thinking creatively about what sources would best cover the

subject

Sloth Using the same old sources for every search

Narrow

mindedness

Trying only one formulation of the search

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

Marketing Research 8th Edition

Aaker, Kumar, Day

How to Search for Information

Search Engines

Use of Multiple Sources

Search for Words and Phrases

Marketing Research 8th Edition

Aaker, Kumar, Day

International Marketing Research on

the Internet

Recent Developments

Intranets

Speed

Extranet

Marketing Research 8th Edition

Aaker, Kumar, Day

Where The Users Are

U.S. & Canada

Africa South America Asia/Pacific

Europe

Middle East