Online Marketing researchConducting online marketing research
Carrying out online market research: Hints and Tools
You may already be doing online research for your company - but you may not know it. Search ing the web, online surveys, client response forums - they all help you collect information about your markets, your clients and your prospective opportunities. On the following pages you will find a description of the different kinds of instruments for carrying out online research, an explanation of the general research fields and advice on creating the best online surveys.
With the following technologies, you can collect information from the markets with a few mouseclicks and keystrokes: Tagsearch. They know how to perform a basic web query with Google and Yahoo webmasters. Go one better by looking for "keywords" that would help them find your kind of product or service on the web.
Have a look at how much interest there is in these catchwords - and how many of your competition are in this area. Searching by word can also help you remember niche products that you may not have taken into account. Further grounds for performing headword searching exist. How many websites already provide this service.
WordTracker and Trellian's Discovery are some of the most widely used word searching tools. Also, a conventional finder can help you to monitor your rivals, their rates and offers. It' a great way to see a competitor's links and PR campaign development," says Shari Thurow, web analyst and creator of the forthcoming blog Research engine Visibility.
Does the competition advertise a similar item or a similar services to your own? Perhaps you can get advertising because you have a new or better one. Browse your own weblogs using blog-specific webmasters like Technorati or Nielsen BuzzMetrics' Blogpulse. Blogging tends to move more quickly and to be more casual, so you're more likely to be able to post conversations about a new kind of products or needs on a Blog than on a normal website," says Laycock.
Conducting online polls. A further way to measure people' opinions is through online questionnaires. Although not as scientifically as personal or telephone interviews using a sample of the populace, online interviews are a cost-effective way to conduct research on whether an innovation or service is attractive to the consumer.
Today, many organizations provide online research for you or provide your organization with the necessary resources to run your own survey. We have a wide range of research utilities - both off-line and online - that are used by many large enterprises and can be available to small and medium-sized enterprises.
The questionnaires can be either completed or open-ended. While the first allows the user to select a specific issue ("excellent", "good", "good", "fair"), open polls produce instant responses and record them as they are defined. Focal groups are a way of stimulating opinions, but without questionnaires; humans are interacting with and discussing a product, message or image.
Public research. Public research aims to find out who hears, watches or reads radios, television and printed matter. Some of these surveys represent the public and some of them define the attractiveness of the publication or parts of it. Research on products. Of course, testing is directly related to the use of the products.
Brands research has similar distinguishing characteristics ("Who uses this brand?") and also seeks to identify the causes of market fidelity or volatility. Scanning research. And from a marketing perspective, scanning can also help keep tabs on the coupon s' sucess and make connections between items. Search the databases. This type of research, also known as the " mine " databank, tries to utilize all types of customer information that often have other insightful facets.
After sales or user satisfaction research. A lot of people know about post-consumer polls from phone conversations following the maintenance of a vehicle or the call of hotlines for computer- or internet-related issues. Some of these polls are designed to ascertain whether the client was happy. Small companies should adhere to some basic but important guidelines when using web-based surveys:
Don't distort respondents with long questionnaire. Restrict yourself to 25 question that should take five to seven minute for a person to answer, says Mary Malaszek, proprietor of Marketing Directions, a Boston-based research company that works with companies of all shapes and sizes. What's more, the research is done by a team of 25 experts. When polls are much longer, they will leave them, "and then you can't use them anymore, and the next times you mail them a poll, they won't even open them," she says.
Some other ways to keep polls brief, a SensorPro whitepaper on online polling policies says: "Make the first page easy, present answers in more than one column or dropdown list, and set a progressbar at the top of each page of questions so they know how near they are to the goal.
Do not ask openly. Businesses can use closed ended questioning to get the same kind of detailed open ended question analyses by using ranking charts that ask a person to evaluate something on a particular kind of chart, 1 to 5 or 1 to 10, she says. When you ask a customer or supplier to take part in a poll, it is okay to submit more than one invite, especially to individuals who have previously indicated they would be willing to do so.
Simply make sure you have people's consent so they don't think you're sending them spam, the pollsters say. Companies choose to conduct a poll and get anxious when they can't get the results immediately, Malaszek says. Although online polls might cut some of the work, they need to be designed and managed, and when the results are available, they need more interpretation work.
"Use the Web for research. "Marktforschung: "Marketing Week. Quality research: Comprehensive instructions. McQuarrie, Edward F. The Marketing Research Toolbox : An incisive guide for beginners. Rafter, Michelle V. "Web Surveys: Small-sized business planner section on research.