Online Marketing and Big Data Analytics (W4)

Question 1

Advantages of using the Internet for market research

Answer 1

Reach hard-to-find groups 
Flexible 
Convenient 
Quick 
Cheap

Question 2

Examples of online secondary data

Answer 2

News
Blogs
Websites

Question 3

Examples of online qualitative research

Answer 3

Online focus group
Online depth interviews
Online communities

Question 4

Online market research concerns

Answer 4

Representative- not everyone has access
Sampling - no definite list of Internet users
Self-completion- are they who they say they are?
Technical limitations- smell/ touch
Loss of non-verbal contact- non-verbal cues
Privacy concerns
Self-selection
Professional respondents

Question 5

Marketing research online communities

Answer 5

Carefully selected groups of customers who agree to participate in an ongoing dialogue with a corporation

Question 6

What do firms do with online communities

Answer 6

Map psyche of customer segments
Brainstorm new ideas
Co-create and test new products
Observe natural customer behaviour

Question 7

Examples of brand communities

Answer 7

My Starbucks Idea - free WiFi/ skinny drinks

Lego - Annually receives 20,000 ideas e.g. Lego Starwars

Question 8

Examples of online quantitative research

Answer 8

Online surveys

Commercial online panels

Question 9

Commercial online panels

Answer 9

Groups of individuals who have agreed to receive invitations to do online surveys from a particular panel company

Question 10

What does the company get charged for when using a commercial online panel?

Answer 10

Panel recruitment
Respondent participation
Panel management

Question 11

Advantages of online surveys

Answer 11

Quick 
Cheap 
Personalization 
High response rates 
Reach hard-to-find customers 
Simple management

Question 12

Disadvantages of online surveys

Answer 12

Not representative
Self-selecting
Lack of call-back procedure

Question 13

Examples of a commercial online panel

Answer 13

Marketcube

Question 14

Benefits of social media research

Answer 14

Spontaneity
Heartfelt
Cutting edge
Immediacy

Question 15

Social media research approaches

Answer 15

Passive

Active

Question 16

Passive social media approach

Answer 16

Analysing what has already been discussed in social media

Question 17

Active social media approach

Answer 17

Researchers engaging in communities themselves

Question 18

Advantages of traditional market research

Answer 18

Strong theory underpinning
Strong ethical codes
Lots of methods to choose from

Question 19

Disadvantages of traditional market research

Answer 19

Declining response rates 
Boring 
Poor quality 
Costly 
Time-consuming

Question 20

Advantages of social media research

Answer 20

Hard-to-find consumers are reached
Participants are expressive
Quick

Question 21

Disadvantages of social media research

Answer 21

New theory underpinning
Un-representative
New ethical codes
Inability to target some customers

Question 22

Advantages of mobile research

Answer 22

Increased response rate 
Convenient 
Broader reach 
Richer content 
Broader demographic 
Quick 
Cheap

Question 23

Designing a mobile survey

Answer 23

Short (10 Qs)
Few pages
Simple Qs

Question 24

Big data crisis

Answer 24

The amount of data is growing and we need a strategy to make sense of it

Question 25

Example of when big data was used for strategic insights into customer behaviour

Answer 25

Australian Open
Use social media conversations/ player popularity to predict viewing demands on tournaments to determine how much computer power was needed

Question 26

Advantages of big data

Answer 26

Real-time 
Diverse
Access to more information 
Strengthens customer experience
Competitive advantage

Question 27

Disadvantages of big data

Answer 27

Data alone can’t give actionable information
Data collection is controlled
Uneducated
Management hasn’t caught up with technology
Requires cultural change
Ethical issues
Privacy issues