Companies constantly have to make decisions about the products and services they offer. In order to create successful products and services, it is necessary to know how consumers can become customers. Therefore it is essential for a company to under- stand who their (potential) customers as well as (potential) competitors are. Accord- ing to Kotler/Keller, it is “the job of marketing researchers to produce insight into the customer’s attitude and buying behavior”.
Over the last years, the Internet has been a fast developing technology. Especially services like email or chat-rooms are used in everyday life by millions of people.2 The usage of the Internet has spread very fast through nearly the whole society. It is estimated that today nearly 67% of U.S. households have access to the Internet. Kotler/Keller state that online research “[...] was estimated to make up 33 % of all survey-based research in 2006, and Internet-based questionnaires also accounted for nearly one-third of U.S. spending in market research surveys in the same year”.
This raises the question whether the Internet is a suitable device for market research. This paper will discuss the use of the Internet for conducting market research on sales markets. First, the concept of market research, as well as what is understood by the term ‘Internet’, will be defined. Thereafter it will be discussed whether and how the Internet can be of assistance to market research.
Table of Contents
1. INTRODUCTION
2. DEFINITIONS
3. THE MARKET RESEARCH PROCESS
3.1. Definition of Problem and Research Objectives
3.2. Development of a Research Plan
3.3. Collecting the Information
3.3.1. Executing the Research Plan
3.3.2. Online Communities
3.3.3. Email Surveys and Computer Aided Web Interview
3.3.4. Tracking Web Site Users
3.3.5. Online Group Discussion
3.3.6. Online Panels
3.4. Analyzing the Information
3.5. Presenting the Findings and Making the Decision
4. QUALITY ASPECTS OF ONLINE SAMPLES
5. CONCLUSION
Objectives and Topics
The primary objective of this assignment is to evaluate the suitability and effectiveness of the Internet as a tool for conducting market research. It explores the various stages of the market research process, identifies specific online methodologies, and critically assesses the limitations and quality aspects associated with digital data collection.
- Fundamentals of the market research process according to Kotler/Keller.
- Digital methodologies including online communities, email surveys, and CAWI.
- Techniques for monitoring web site user behavior and online group discussions.
- Critical analysis of sample validity and the challenges of the "Digital Divide."
Excerpt from the Book
3.3.3. Email Surveys and Computer Aided Web Interview
Conducting market research with email is very similar to a written survey. A questionnaire is sent to a person via email. As an asynchronous medium both sender and addressee do not have to be online at the same time. The respondent can fill out the questionnaire whenever it is convenient. The questionnaire can be sent back comfortably using the reply function of email programs or email web sites. It is possible to either incorporate the questionnaire into the email itself or to attach it as a separate file. Alternatively, a link can be included into the email. Clicking on the link will forward the respondent to a web site containing the survey.
The survey is then executed on a web site similar to a written survey. Berekoven/Eckert/Ellenrieder call these kinds of surveys Computer Aided Web Interviews (CAWI). Due to the possibilities of modern computers, these interviews can be enriched with media such as sound or movies, as well as interactive elements or virtual worlds.
Compared to pen-and-paper surveys, email surveys and CAWI have several advantages. Plausibility checks can be included as well as randomization of categories in order to reduce a positioning effect. In general, they can be applied more cost-effectively. The costs for printing, postage, and packing can be saved. Zerr writes that beside incentive costs, nearly now other variable costs incur. The respondent is not timely and localized restrained, which makes it possible to reach people who otherwise hardly could be reached. The author argues that one of the most revolutionizing advantages is the speed with which an internet survey can be made available on the Internet. This can lead to high respondent rates within days. The information can also be analyzed very quickly, as no additional digitalization is necessary.
Summary of Chapters
1. INTRODUCTION: Provides an overview of the importance of market research for corporate decision-making and introduces the Internet's rapid growth as a potential research medium.
2. DEFINITIONS: Establishes key terminology by defining Market Research and the Internet, citing various academic perspectives on their roles and functions.
3. THE MARKET RESEARCH PROCESS: Details the six-stage research process, focusing on how the Internet can support or is limited in tasks from problem definition to decision-making.
4. QUALITY ASPECTS OF ONLINE SAMPLES: Discusses the challenges of sample representativeness, including the "Digital Divide" and the difficulty of reaching a non-biased population online.
5. CONCLUSION: Synthesizes findings, highlighting that the Internet is most effective for problem definition and data collection while remaining less useful for final analysis and strategic decision phases.
Keywords
Market Research, Internet, Online Surveys, CAWI, Data Collection, Research Process, Online Communities, Web Groups, Online Panels, Sample Validity, Digital Divide, Marketing Management, Consumer Behavior, Email Surveys, Secondary Research.
Frequently Asked Questions
What is the core purpose of this paper?
The paper examines whether the Internet serves as a suitable and efficient device for conducting professional market research.
What are the central themes discussed?
The main themes include the standard market research process, various online data collection methods, and the quality and validity of online-derived samples.
What is the primary research goal?
To determine in which phases of the market research process the Internet provides added value and where it reaches its limitations.
Which scientific methodology is applied?
The work utilizes a literature-based analytical approach, contrasting traditional market research theories with modern online practices.
What is covered in the main body?
The main body breaks down the market research process into phases, specifically analyzing tools like online communities, CAWI, and tracking technologies.
Which keywords characterize this work?
Key terms include Market Research, Online Surveys, CAWI, Data Collection, and Sample Validity.
Why are online communities described as focus groups?
Because they allow users to share experiences about products; however, the author notes they lack the controlled recruitment found in traditional focus groups.
What is the "Digital Divide" and why does it matter?
The "Digital Divide" refers to the separation between Internet users and non-users, posing a significant challenge to the representativeness of online survey samples.
- Citar trabajo
- Dipl.Kfm, Christopher Schroeder (Autor), 2010, The Internet as a Device for Market Research, Múnich, GRIN Verlag, https://www.grin.com/document/155475
