Innovative Online Marketing

Research Methods

Hermann Apostol, Mandy Fogelman,

Andrew Kalman, Michele Neher, and
Amy Tiso

Over 80% of market researchers in Europe and

North America intend to increase their use of
online as a research channel over the next six
months.
~ New Media Age

Article Overview

Marketing Research: Online, on tap.

Marketing Magazine

ROI Real-Time
Promo Magazine

Search for Tomorrow

FastCompany Magazine

Marketing Research: Online, on tap.

Marketing Magazine

Online Panels: Pros

Real Time Results

Time and Money Savings
Convenient for Consumers
More Relaxed Environment
Higher Quality
Honest and Reasoned Responses

Access to Target Audiences Unrestricted

by Geography

Online Panels: Cons

Online Profile vs. General Population

Lengthy Questionnaires Poor Quality
Poor Recruitment and Badly Managed
Panels Damaged Data
Technical Problems
Higher Programming Costs

Online Research in Practice

ROI Real-Time
Promo Magazine

Reasons for Marketing Research

Measure Impact of Marketing

ROI
More complex due to integration
New methods developed

Digital Promotions

Digital Promotions

Research Results Improves ROI

1.
2.
3.
4.

Reduces data entry costs

Improves data accuracy
Saves time
Ability to change

Data Collection

Ability to Measure Sales & Consumer

Behavior
Given

Accurate self-entered data

Ready-for-use databases
Immediacy of real-time results

Search for Tomorrow

FastCompany Magazine

Search for Tomorrow

Goal of Internet Marketing Research

Search-Based Ads; Google & Yahoo
Identifying Audiences, Web-surfing Habits
Effectively Displaying Ads in Relation to
User

Recap: Popular Trends in

Online Marketing Research
We Discussed the Use Of:

Online Panels
Online Promotions
Search Engines

Others Trends:
Online Surveys w/ Incentives
Monitoring of Web-based forums

Key Points

Research is an Essential Part of

Marketing.

Dont Let Yourself or Your Company Fall

Behind.

Class Discussion

What types of online research have you personally

participated in?

Do you believe that some research methods are better

done in the traditional fashion? Why or why not?

In class, we talked about the Richness vs. Reach

Trade-Off? Which would you prefer?