Online Marketing Research Flashcards
1
Q
What is the widespread view of what online marketing research is?
A
Chaffey & Ellis-Chadwick, 2013
- Use of online questionnaires and focus groups to access customer perceptions of a website or broader marketing issue
2
Q
Why is online market research conducted?
A
- Nature of product/service/consumer
- Convenience
- Reach that it gives
- Cost that it saves
3
Q
What are some of the ways online market research can be collected?
A
- Email: Interviews via email, surveys via email
- IM/Chat: Interviews, netographies (observing consumers online behaviour)
4
Q
How should data/market research be disseminated online?
A
- Infographics
- Press releases
- White papers
- Social media
5
Q
What are some of the ethical considerations in the use of online market research?
A
- Informed consent
- Confidentiality/Anonymity
- Data storage and dissemination
6
Q
What are some of the advantages of using online research methods?
A
- Speed of it
- Can have direct contact with respondents
- Can choose where and when research is done
- Cost is generally cheaper
- Potentially easier to disseminate online than in traditional methods
7
Q
What are some of the disadvantages of using online research methods?
A
- Restricted populations can be reached
- It can be difficult to confirm the identities of the respondents
- Potential poor response rates
- Loss of control: in terms of data gathering and data dissemination
