Week three

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What type of online marketing research involves extracting information from data to generate predictions for each individual customer or prospect?

Predictive analytics (correct)

Online panels

Internet surveys

Online focus groups

In Qualitative web-based research approaches, what method involves online discussions that are focused on gaining qualitative insights about consumer attitudes and behaviors?

Social networks

Focus groups (correct)

Blogs

Online depth interviews

What is a key advantage of online marketing research?

Inconclusive results

Low cost (correct)

High cost

Access only to large businesses

What is the main focus of Netnographic research?

Online consumer communities Signup and view all the answers

Among the listed options, which one is NOT a method used in Qualitative web-based research approaches?

Individual interviewing Signup and view all the answers

What type of online research involves incentivizing participants to agree to be interviewed?

'Incentivised' research Signup and view all the answers

Which of the following is a key advantage of using netnographic research in online marketing?

Ability to monitor consumer behaviors and sentiments in real-time across online communities Signup and view all the answers

What is a key ethical concern regarding the use of online behavioral targeting in marketing research?

Potential for consumer backlash due to perceived privacy violations Signup and view all the answers

Which of the following is a key advantage of using mechanical devices in marketing research, compared to traditional questionnaires?

Increased ability to collect real-time behavioral data Signup and view all the answers

Which of the following is a key challenge in interpreting and reporting the findings from online marketing research?

All of the above Signup and view all the answers

What is a key advantage of using a predictive analytics approach in customer relationship management (CRM)?

Improved ability to personalize marketing messages and offers for individual customers Signup and view all the answers

What is a key limitation of relying solely on netnographic research in online marketing?

All of the above Signup and view all the answers

Which of the following is NOT a key advantage of online marketing research?

Increased response rates due to personal contact Signup and view all the answers

What is netnography?

A method of analyzing online consumer behavior by observing interactions in online communities Signup and view all the answers

Which of the following is an example of online behavioral targeting?

Displaying personalized product recommendations based on a customer's browsing history Signup and view all the answers

In the context of online marketing research, what is a key advantage of qualitative web-based research approaches like netnography?

They allow researchers to gain in-depth insights into consumer motivations and behaviors in a natural online setting Signup and view all the answers

What is the primary purpose of predictive analytics in online marketing research?

To identify patterns and trends in consumer behavior for forecasting future outcomes Signup and view all the answers

Which of the following is NOT a common source of secondary data for online marketing research?

Online customer reviews Signup and view all the answers

Study Notes

Contact Methods

Personal interviewing takes two forms: individual interviewing and group interviewing
Focus group interviewing involves a trained interviewer discussing a product, service, or organization with a small group of people

Online Marketing Research

Online marketing research involves collecting primary data online through:
- Internet surveys
- Online panels
- Experiments
- Content analysis
- Online focus groups
- Brand communities
Advantages of online marketing research include:
- Speed
- Low cost
- Accessibility to both large and small businesses

Qualitative Web-Based Research Approaches

Online depth interviews
Focus groups
Blogs
Social networks
Online focus groups involve gathering a small group of people online to discuss a product, service, or organization and gain qualitative insights about consumer attitudes and behaviors

Predictive Analytics

Predictive analytics involves extracting information from data to generate predictions for each individual customer or prospect

Netnographic Research

Netnographic research involves monitoring online communities of interest to gain customer insights from posts online forums, blogs, and social media

Online Behavioral Targeting

Online behavioral targeting involves using online data to target ads and offers to specific consumers

Implementing the Research Plan

Collecting, processing, and analyzing the information
Data collection can be carried out by the company's marketing research staff or by outside organizations
Research instruments include:
- Questionnaires
- Mechanical devices

Interpreting and Reporting the Findings

Interpretation should not be left only to researchers
Transforming results into information:
- Clear, objective view on findings
- Point out deficiencies
- Formal, written document
- Determine level of detail and supporting data
- Summary/recommendations first

Customer Relationship Management

Marketing research can be used in customer relationship management to gain insights about customer attitudes and behaviors

Descriptive Survey Methods

Gathering secondary data:
- From the company's internal database
- Government sources
- Periodicals and books
- Commercial data services
Evaluating secondary information:
- Relevant
- Accurate
- Current
- Impartial

Sampling Terms

Population: all the elements, units, or individuals of interest to researchers for a specific study
Sample: a limited number of units chosen to represent the characteristics of the population
Sampling: the process of selecting representative units from a total population
Types of sampling:
- Probability sampling
- Non-probability sampling
Sampling plan:
- Sampling unit
- Sample size
- Sampling procedure

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

Test your knowledge on the differences between netnographic research and online behavioral targeting, as well as the implications of consumer privacy in online research. Explore topics such as implementing research plans and ethical considerations in online consumer insights.