The Handbook of Online Marketing Research: Knowing Your Customer Using the Net

The Handbook of Online Marketing Research examines all the latest techniques and trends used to conduct online research, including how to leverage existing sources, online chat-based sessions, email feedback, online focus groups, and much more. Now, just like larger companies, small– and medium–sized companies can learn vital information like the age, gender, and income of its users, and how they respond to different aspects of the products and those of its competitors. With the advent of the Internet, companies of all sizes and budgets can conduct online market research and access all the information they need to know to stay ahead of the competition. This book demonstrates how both large and small companies can take proven traditional market research techniques and adapt them to the Web. The result is an affordable means for businesses to understand their online customers’ needs. In The Handbook Of Online Marketing Research, Two Pioneers In The Field Share The Latest Techniques For Conducting Research Online And Show You How To Gather The Vital Customer Information That Is Crucial To Your Company's Success. You'll Learn How To Use The Internet To Survey Large Numbers Of Consumers Quickly And Cost-effectively, And How To Retrieve Levels Of Information Previously Unavailable At Any Price.--jacket. Pt. I. Fundamentals -- 1. The Research Process -- 2. Secondary Research -- 3. Qualitative Research -- 4. Quantitative Research -- 5. Sampling -- 6. Data Collection -- 7. Questionnaire Design -- Pt. Ii. Applications -- 8. Market Research: Understanding The Market -- 9. Segmentation: Developing Target Markets -- 10. Competition: Assessment And Positioning -- 11. Existing Online Products: Audience Composition And Performance Testing -- 12. New Product Concepts -- 13. Development -- 14. Testing -- 15. Marketing -- 16. Tracking. Joshua Grossnickle, Oliver Raskin. Includes Index. The research process is a structured approach that helps ensure all your efforts result in useful, actionable information.