Portland State University

1. Using the Internet for Market Research Kent Lewis Anvil Media, Inc. http://www.anvil-media.com/psucourse Portland State University

2. “If you use another person’s work, it’s called plagiarism. If you use many people’s work, it’s called research.” -Anonymous Background

3. Traditional vs. online research Primary research tools & services Secondary research tools & services Assignment review Questions Agenda

4. Online research excels in generating timely data and enabling rapid analysis for a low cost. Online market research is: Ideal for quantitative analysis Cost-effective Quick turn-around High volume Automated archival and analysis Anytime, anywhere Lacks in capture of non-verbal queues Limitations of online research Non-random sample (like intercepts) Some size restrictions Non-verbal cues Traditional vs. Online Research

5. Primary research tools Email surveys Web surveys Online focus groups Web site log files Primary research services Research firms Primary Research Overview

6. Web-based surveys HTML pop-up surveys Java-based integrated surveys Email-based surveys Text-based HTML-based Online focus groups Placeware Astound Contigo Primary Research Tools

7. Web-based surveys: Ideal for analysis of concepts and imagery Branching offers customization Works well with site visitors (no ownership) Higher volume No spamming issues Generally more expensive than email Web vs. Email-based

8. Target market research: Ideal for developing sound strategies Offers further segmentation of target Does not rely on advertising and PR More expensive than site visitor research Requires external lists and a bonded 3rd party Target Audience vs. Site Visitor

9. BizRate.com – evaluate e-commerce companies E-Poll.com – incentive-based polls GigaPoll.com – free surveys, polls and ballot tools Questions.net – incentive-based surveys Vote.com – voice your opinion on current issues Primary Research Services

10. Decisive Surveys – email-based customizable Sigma ORG – online focus group provider MarketTools – online research software tools E-Valuations – Web-based surveys SurveySite – Web-based surveys InformationWorks – Web-based surveys i-OP – Web-based surveys Primary Research Tools

11. Understand site visitors and target audience What they see, how they feel, what they do Current site visitors: Log file analysis Site performance Aggregate and analyze data Compare with focus groups & surveys Web Site Analysis Tools

12. WebCriteria –site usability analysis service Models & analyzes site content by: freshness format speed Ease of use – navigation & functionality WebTrends – site usage & performance software Unique users Impresssions Popular pages Referring URLs Both require consulting & configuration Web Site Analysis Tools

13. ActivMedia AMR Research PC Data Harris Poll I/PRO Media Metrix Nielsen/NetRatings Research Firms

14. Bitpipe CommerceNet eMarketer ExportHotline IMR Mall NUA Internet Profound ResearchPortal USADATA Research Aggregators

15. Secondary research tools Search engines and directories Ezines, newsletters, discussion lists, newsgroups Research sites and databases Secondary research services Assessing information quality on the Internet Authority Bias Currency Integrity Secondary Research Overview

16. Best resource for identifying relevant sites Alta Vista – technical audience Excite – consumer/professional Google – popularity-based search GoTo – link purchase HotBot – technical audience, Gen-X Lycos – consumer, women MSN – Microsoft’s engine and directory Northern Light – smart engine, largest database Open Directory (DMOZ) – Yahoo competitor Yahoo! – Granddaddy directory and portal Search Engines & Directories

17. META search engines Dogpile MetaCrawler SavvySearch WebFerret RocketSearch Other search/research tools Alexa – related links, traffic, freshness ratings Copernic – desktop meta search engine tool WordTracker – keyword research service Additional Search Tools

18. Ezines and newsletters (lit search) Start with Yahoo! categories and keywords May include CNET, MSNBC, Slate, WSJ.com Newsgroups and discussion lists Newsgroups are Web-based text format Deja.com is best resource Uncover sales, support & PR opportunities Discussion lists are email-based Bulletin board systems Secondary Resources

19. Boolean terminology: and – contains both terms or – contains one or both terms exact phrase – contains the phrase Use dropdowns to refine search Consider advanced search features Open multiple windows for search engine research, one per engine. Search Tips

20. Techniques: Related links Keyword research Search engine research Inbound site links Link opportunities Online coverage Newsgroup mentions Competitive analysis External Presence Analysis

21. IPA Project: Bring a disk to class Pick a support partner Choose a company, product or topic Review IPA worksheet tabs Complete each tab Review and analyze results Prepare 10 minute summary presentation Presentations will be given during last class Internet Presence Analysis

22. Book: The Handbook of Online Marketing Research: Knowing Your Customer Using the Net by Joshua Grossnickle and Oliver Raskin Sites: http://www.anvil-media.com/psucourse http://www.backflip.com/members/playdoh_69 Resources