Internet Marketing Research

Only available on StudyMode
  • Download(s) : 178
  • Published : November 9, 2008
Open Document
Text Preview
EXECUTIVE SUMMARY

This report on Internet marketing research supports and encourages its usage and begins with an introduction to what exactly is marketing research and how it helps organizations with their product and service development, as well as marketing. Outlining the pro’s and cons of online research, the iPhone mobile product of Apple Inc. is analyzed as the case study to support online marketing research. In addition, a definition of the two types of primary marketing research methods is given, namely quantitative and qualitative research. Moreover, proof of Apple’s extensive use of quantitative research is given particularly in the form of blog’s and marketing consultancy firms conducting survey research. Next, the concept of secondary data research is delved into having three sources: documentary, survey and multiple forms. After stating their advantages and disadvantages, the suitability of secondary data is concluded. There are several risks and ethics concerning online marketing research mentioned further on in the report as well as the reliability, validity and so on of research. In conclusion, firms can decide to conduct research on their own or outsource it depending on the market size, costs, benefits, competition and customers involved.

Table of Contents

Part Page

1.0 INTRODUCTION. - Marketing Research . . . . . . . . . . . . 4

2.0 Apple iPhone. . . . . . . . . . . . . . .. .. . . . . . . . . . . 5

3.0 Primary Marketing Research. . . . . . . . . . . . . . . . . .6
4.0 Secondary Marketing Research. . .. . . . . . . . . . . . .8

5.0 Online Marketing Research Issues. . . . .. . . . . . . . . . . 11

6.0 Conclusion. . . . . . . . . . . . . . . . . . . . . . . . . . 13

7.0 Reference List . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

8.0 Appendices . .. . . . . . . . . .. .. . . . . . . . . . . . . . . . . . . . . . . . . . . .. . .15

INTRODUCTION

In this report, we aim to show the increasing importance of online marketing research to the development and continual improvement of products, services and organizations.

Marketing Research

Marketing research is conducted to comprehend the behaviors, trends and preferences of customers in a market-based economy. The main aim is to understand the impact and the factors that influence a successful marketing campaign. (Wikipedia, 2007)

The information obtained from marketing research is used to identify marketing opportunities and problems, tackle these issues and monitor marketing performance. Moreover, it consists of various methods for collecting information , making use of the data collection process, analyzing and providing meaningful results.(Marketing Teacher Ltd., 2007)

A simpler definition would be:
“Marketing research is about researching the whole of a company's marketing process." (Palmer 2000)

Online Marketing Research

With the rapid growth of the internet, marketing research has taken on a whole new dimension of efficiency online allowing a greater and more cost effective base for research. Online market research still remains a relatively new method mostly conducted through surveys but it is growing into wider branches.

The main advantages are that it allows :
- A large respondent base
- No international boundaries
- Inexpensive research
- pre-screened panels of respondents
- A quick turnaround of research

Some disadvantages are:

- Offline populations cant be targeted.
- Difficulties involved in anonymity and gathering enough research from those prepared to participate which...
tracking img