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8/13/2019 Online marketing research methods and approach
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PowerPoint to accompanyMMK737 Online Marketing
Module 4
OnlineMarketing
Research
Approaches &
Methods
Stewart Adam, PhD, AFAIM, AFAMI, CPMAssoc. Professor in Electronic Marketing
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In this topic
Online survey techniques
Online qualitative research, social
media in focus
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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?
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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
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RESEARCHAPPROACHES
CONTACTMETHODS
SAMPLINGPLAN
RESEARCH
INSTRUMENTS
ONLINE
OBSERVATION/
CONTENT
ANALYSIS
ONLINEEXPERIMENT
ONLINE FOCUS
GROUPS
ONLINE SURVEY
FAX
TELEPHONE
(CATS)
WEB FORMS
SAMPLING UNIT
SAMPLE SIZE
SAMPLING
PROCEDURE
QUESTIONNAIRE
MECHANICAL
INSTRUMENT
SINGLE SOURCE DATA CONCEPT
Electronic primary data collection
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Hybrid mode:
email / postal invitation
to web questionnaire
(form)
Common electronic survey methods
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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
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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)
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There are difficulties here too!
Sampling (consumer)
Self-selected respondents
Design of questionnaires
web survey systems
Inter-personal nuances
Identity validation
Response rates
Completion rates(respondents log off readily)
Electronic primary data collection
(quantitative)
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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)
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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)
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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
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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
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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)
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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)
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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)
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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
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Using social media in research
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Using social media in research
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Encourage
participation
Engage withpolls
Ask for, andreport
feedback
Research Community
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Whatcustomers
want to say
Research Community
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Social network analysis tools
The six degrees of .
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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.
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User forums created bycommunity of interest
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Tracking user forums helps
companies to innovate .
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Tracking user forums helpscompanies to innovate .
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Here we see help from a user .But take care they can use veOWOM
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. 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.
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Questions?