“When I took office, only high energy physicists had ever heard of what is called the Worldwide Web… Now even my cat has its own page” (Bill Clinton, 1996)
Only 20 years ago, mostly big companies had access to the Internet in order to ex-change information for the worldwide production and transfer of financial services. The big change has come with new data based applications and an enlargement of broadband connections in the beginning of the 21th century: It is now possible to provide bigger amounts of data in the Worldwide Web. Nowadays, the Internet is a platform where private users can enter personal contents and information. Blogs and forums have become popular in everyday-life.
In Germany, 38% of the 1006 respondents older than 16 years are registered in on-line communities. In the strongest group from 16 to 30 years, even three out of four Internet users are members in those social networks, according to the representative study “Internet 2009- Wer macht was im Worldwide Web” by PriceWaterhouseCoo-pers in Frankfurt (cp. Westfalenblatt, 27 / 28, June 2009, p. 6). Web 2.0 applications have made a change in communication: From the passive one-way communication of the Web 1.0, where users could online read information by experts, to bi-directional communication, where people actively work on the contents of the pages. The Internet has become a social Web: Users with the same interests find each other and discuss everything they think about, for examples about products. Instead of asking friends about their product experiences, they use online communication platforms for the search and the exchange of information. In doing so, a large variety of opinions for every kind of product can be found in the blogs and forums. Analyzing the electronic word of mouth communication is the direct way to customer opinions:
“Imagine, you can overhear like a fly on the wall millions of people talking about your company, your marketing concepts, your advertisement and your products- customers, employees, competitors, partners and the media. Imagine further, you could use these news for adapting perfectly on the customers´ wishes- what you want, how you want it. (..). This and more provide blogs” (Wright, 2006, p. 20).
It is important for every company to find out about the customer´s attitude towards their products. Up to now, companies have conducted classical marketing research surveys, with paper or telephone interviews and focus groups. Classical marketing resea...
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Definitions and Explanations
- What does Web 2.0 Mean
- Electronic Word of Mouth
- Blogs
- Social Networks
- Classification of Products
- High-Involvement Products
- Low-Involvement Products
- Consumer Goods
- Producer Goods
- Summary of the Chapters and Meaning for this Master's Thesis
- Theoretical Foundations of Marketing, Marketing Research and Web 2.0 Research
- Marketing and Marketing Research Defined
- Comparison of Web 2.0 Research and Classical Marketing Research
- Information
- Selection Methods
- Statistics
- Secondary Research
- Primary Research
- Products
- Further Marketing Research Possibilities in the Web 2.0 Compared to Classical Marketing Research
- Motivation of Users to Write Word of Mouth in the Web 2.0
- Focus-Related Utility
- Consumption Utility
- Expert Discussions about Specific Products
- Approval Utility
- Homeostase Utility
- Empowered Involvement
- Summary of Chapters
- Analysis of the Web 2.0
- Analysis of Users in the Web 2.0
- Pattern of Use on the Internet
- Pattern of Use in Blogs and Social Networks
- Opinion Leaders in the Web 2.0
- Future Trends
- Technical Requirements for Analyzing the Web 2.0
- Secondary Research in the Web 2.0
- Quantitative and Qualitative Analysis of Word of Mouth about Servers
- Quantitative and Qualitative Analysis of Word of Mouth about Men Cosmetics
- Quantitative and Qualitative Analysis of Word of Mouth about Coffee
- Quantitative and Qualitative Analysis of Word of Mouth about Tea
- Quantitative and Qualitative Analysis of Tractors (Caterpillar) with Twitter
- Quantitative and Qualitative Analysis of Fast Food (Mc Donald's) with Twitter
- Peculiarities of Secondary Data in the Web 2.0
- Primary Research in the Web 2.0
- Online Focus Groups and Discussions with Opinion Leaders: Example of LG
- Online Campaigns: Example of Frosta
- Corporate Blogs: Examples of Nike and Microsoft
- Peculiarities of Primary Data in the Web 2.0
- Further Marketing Consequences of Negative Word of Mouth in the Web 2.0 and How to Handle It: Examples of Kryptonite and the iPod Nano
- Summary of Chapters
- Implementation for Practice
- Data Privacy Protection
- Ethics and Critical Acclaim
- Make or Buy?
- Recommendations for Web 2.0 Research in Companies
- Summary of the Chapters
- Resume and Outlook
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master's thesis aims to explore the use of Web 2.0 for product-related marketing research, specifically analyzing word-of-mouth marketing within this context. It investigates whether leveraging Web 2.0 platforms for this purpose is a valuable tool or an unnecessary practice.
- The definition and characteristics of Web 2.0 and its impact on marketing research.
- A comparison of traditional marketing research methods with those utilizing Web 2.0 platforms.
- The motivations of users to participate in online word-of-mouth marketing.
- Analysis of various Web 2.0 platforms (blogs, social networks, Twitter) and their suitability for marketing research.
- Practical implementation considerations, including data privacy and ethical implications.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This chapter lays the groundwork for the thesis by defining key terms such as Web 2.0, electronic word-of-mouth, and different product categories (high-involvement, low-involvement, consumer goods, producer goods). It establishes the context and need for research into Web 2.0 marketing research, highlighting the lack of existing literature on the topic. The chapter then provides a concise overview of the subsequent chapters and their relevance to the overall thesis.
Theoretical Foundations of Marketing, Marketing Research and Web 2.0 Research: This chapter establishes the theoretical underpinnings of the thesis by defining marketing and marketing research. It then compares traditional marketing research methodologies with those applicable to Web 2.0, focusing on differences in information gathering, selection methods, statistical analysis, and the utilization of primary and secondary research data. The chapter also explores the motivations behind user participation in Web 2.0 word-of-mouth marketing, examining various utility theories (focus-related, consumption, approval, homeostase) and the concept of empowered involvement.
Analysis of the Web 2.0: This chapter delves into a detailed analysis of Web 2.0, examining user behavior patterns, the role of opinion leaders, and the technical aspects involved in analyzing online data. It explores both secondary research methods (analyzing existing online content from various sources like blogs, social media, and Twitter) and primary research methods (focus groups, online campaigns). Specific examples of brands utilizing these platforms (LG, Frosta, Nike, Microsoft, Kryptonite, iPod Nano) are used to illustrate various approaches and their outcomes, highlighting both the potential and the challenges of Web 2.0 for marketing research.
Implementation for Practice: This chapter shifts focus to the practical considerations of implementing Web 2.0 marketing research within organizations. It addresses crucial issues such as data privacy protection, ethical considerations, and the "make-or-buy" decision regarding research methodologies. The chapter concludes with recommendations for companies seeking to effectively utilize Web 2.0 for their marketing research endeavors, focusing on best practices and responsible data handling.
Schlüsselwörter (Keywords)
Web 2.0, marketing research, word-of-mouth, online marketing, social media, blogs, Twitter, consumer behavior, opinion leaders, data analysis, qualitative research, quantitative research, primary research, secondary research, data privacy, ethical considerations.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this master's thesis?
This master's thesis explores the utilization of Web 2.0 platforms for product-related marketing research, specifically focusing on the analysis of word-of-mouth marketing within this context. It investigates the value and efficacy of leveraging Web 2.0 for this purpose.
What are the key themes explored in the thesis?
Key themes include defining Web 2.0 and its impact on marketing research; comparing traditional and Web 2.0 marketing research methods; understanding user motivations for online word-of-mouth marketing; analyzing various Web 2.0 platforms (blogs, social networks, Twitter) for research suitability; and addressing practical implementation considerations, including data privacy and ethical implications.
How does the thesis define Web 2.0 in the context of marketing research?
The thesis provides a detailed definition of Web 2.0, explaining its characteristics and how it differs from earlier iterations of the internet. It emphasizes the interactive and participatory nature of Web 2.0 and its implications for gathering marketing data through user-generated content.
What research methodologies are compared in the thesis?
The thesis compares traditional marketing research methodologies with those applicable to Web 2.0. This comparison encompasses differences in information gathering techniques, data selection methods, statistical analysis approaches, and the utilization of primary and secondary research data.
What motivates users to participate in online word-of-mouth marketing?
The thesis explores various utility theories to explain user motivations, including focus-related utility, consumption utility, approval utility, and homeostase utility. The concept of empowered involvement is also examined.
Which Web 2.0 platforms are analyzed in the thesis?
The thesis analyzes blogs, social networks, and Twitter, examining their suitability for marketing research and illustrating their use with real-world examples of brands like LG, Frosta, Nike, Microsoft, Kryptonite, and iPod Nano.
What are the practical implementation considerations discussed in the thesis?
The thesis addresses practical issues such as data privacy protection, ethical considerations, and the "make-or-buy" decision regarding research methodologies. It provides recommendations for companies seeking to effectively utilize Web 2.0 for marketing research.
What types of research (primary and secondary) are covered?
Both secondary research methods (analyzing existing online content) and primary research methods (focus groups, online campaigns) are explored. The thesis provides examples of quantitative and qualitative analysis of word-of-mouth data from various sources.
What are the key findings or conclusions of the thesis?
The thesis concludes with recommendations for companies wanting to leverage Web 2.0 for marketing research, emphasizing best practices, ethical considerations, and responsible data handling. The overall conclusion assesses the value and challenges of using Web 2.0 for this purpose.
What are the keywords associated with this thesis?
Key words include: Web 2.0, marketing research, word-of-mouth, online marketing, social media, blogs, Twitter, consumer behavior, opinion leaders, data analysis, qualitative research, quantitative research, primary research, secondary research, data privacy, and ethical considerations.
- Citation du texte
- MBA Nina Obbelode (Auteur), 2009, Analyzing Word of Mouth in the Web 2.0 for Product Related Marketing Research, Munich, GRIN Verlag, https://www.grin.com/document/139049
