tailieunhanh - Lecture Marketing research (12th edition) - Chapter 7: Marketing research on the internet

Lecture Marketing research (12th edition) - Chapter 7: Marketing research on the internet. In this chapter, the following content will be discussed: Current trends in web usage, online advertisements, online tracking measurements, primary research on the internet,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Seven 2 Marketing Research on The Internet Marketing Research 12th Edition Current Trends in Web Usage % of American households had a high‐speed Internet connection in 2013 87% of adults use the internet (Pew Internet and American Life Project) 90% of Americans purchased products or services online in 2013 Online advertising revenue is $26 billion in 2010 88% of people between 50-64 years of age use the Internet in 2014 (The Pew Report) Total retail online spending in general merchandise will increase from $263 billion in 2013, up to $414 billion in 2018. 3 Marketing Research 12th Edition Current Trends in Web Usage 4 Marketing Research 12th Edition Online Advertisements 5 Marketing Research 12th Edition Online Tracking Measurements 6 Marketing Research 12th Edition Online tracking is advantageous to researchers in many ways. Internet tracking offers researchers a means to test | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Seven 2 Marketing Research on The Internet Marketing Research 12th Edition Current Trends in Web Usage % of American households had a high‐speed Internet connection in 2013 87% of adults use the internet (Pew Internet and American Life Project) 90% of Americans purchased products or services online in 2013 Online advertising revenue is $26 billion in 2010 88% of people between 50-64 years of age use the Internet in 2014 (The Pew Report) Total retail online spending in general merchandise will increase from $263 billion in 2013, up to $414 billion in 2018. 3 Marketing Research 12th Edition Current Trends in Web Usage 4 Marketing Research 12th Edition Online Advertisements 5 Marketing Research 12th Edition Online Tracking Measurements 6 Marketing Research 12th Edition Online tracking is advantageous to researchers in many ways. Internet tracking offers researchers a means to test viewers’ advertisement recognition by providing visual cues Unlike telephone surveys that only provide verbal cues Online tracking yields faster results. It is possible for researchers to know the viewer awareness of advertisement campaigns and also determine the degree of awareness of a campaign by comparing segments of the audience. 7 Marketing Research 12th Edition Primary Research on the Internet 8 Marketing Research 12th Edition Email Surveys Advantages Greater speed of delivery of questionnaires Higher speed of delivering responses and feedback Cost-savings benefits over regular mail surveys No intermediaries Asynchronous communication Disadvantages Low security No guarantee for anonymity 9 Marketing Research 12th Edition Comparison of Information Sources 10 10 Marketing Research 12th Edition Secondary Research on the Internet Custom Search Service Agents Leveraging Web Analytics for Marketing 11 Marketing Research 12th Edition Leveraging Web Analytics for Marketing 12 .

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Data collection
• Descriptive research
• Data analysis
• Marketing intelligence
• Nghiên cứu thị trường
• Marketing environment
• Managing marketing research
• Research ethics
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures