Preface viii Chapter 1
Marketing Research: Established Traditions and Emerging Trends 1 Marketing Research Defined 2
Types of Marketing Research 3
The Marketing Research Process 3 - Define the Research Question or Problem 3
- Create the Research Design or Master Plan 4
- Select the Research Method 4
- Select the Appropriate Sample 4
- Collect and Input the Data 5
- Interpret and Draw Conclusions about the Data 5
- Prepare a Report 5
- Follow Up the Research 5
Evolution of Marketing Research 5 Late 1800s to 1905: Application of Research to Marketing Problems 5
1905 to 1918: Organized Approaches to Market Information 6
1919 to 1930: Structuring the Marketing Research Discipline 6
1930 to 1950: Solidification and Refinement of Marketing Research 6
1950 to 1975: Restructuring and the Modern Era of Marketing Research 6
1975 to 1995: Computerization and Globalization 6
1995 to Present: The Emergence and Growing Impact of the Internet 6
Why the Internet Is Causing a Revolution in Market Research 8
Hurdles Faced in Internet Marketing Research 8 Information Overload 8
Sorting Out the Trash 9
Speed of the Internet 9
Hesitance to Divulge Information over the Internet 9
Lack of Access to the Internet 9
The Future of Marketing Research and the Internet 9 Emerging Functions of Marketing Research 9
Moving from Market Research to Market-Focused Learning 10
The Internet’s Marketing Research Applications 11 Personal Intelligence 11
Environmental Intelligence 11
Consumer Intelligence 12
Competitive Intelligence 12
Marketing Research on the Internet 12 Internet Surveys 13
Newsgroups 13
Online Focus Groups and Product and Copy Testing 13
Other Critical Concerns 13
Summary 14
Discussion Questions 14
Internet Project 15
Further Reading 15
References 16 Chapter 2
Internet Search and Research 17 Researching "Searching" 18 The Evolution of Search Engines—A Truncated History 18
Search Engines Today 18
Which Tool Is Best? 20 For a Scholarly Topic 20
For General Scholarly Information 21
For a Reasonably Simple Topic 22
For General Facts and Figures 23
Search Techniques 24 Boolean Operators 24
Word Stems and Wildcards 26
Stoplist 26
Consider the Spelling 26
Improving Your Search Skills 26
Outsourcing a Search 27
Summary 28
Discussion Questions 28
Internet Project 29
Further Reading 29
References 29 Chapter 3
Personal Intelligence 31 What Is Personal Intelligence? 31
Achieving Personal Intelligence: Finding, Downloading, Filtering, Displaying, and Managing Information 32 Finding Information 32
Exchanging Information 33
Filtering Information 35
Displaying Information 35
Managing Information 35
Bookmark Management 36
Personalizing and Customizing Browsers 37
Research Tools 38
Gathering News and Information 41 Portals 41
Personalized Retrieval Services 42
E-Zines 43
E-Business 43
E-Marketing 44
Marketing Research Information and Resources 45
Summary 48
Discussion Questions 49
Internet Project 49
Further Reading 49
References 49 Chapter 4
Environmental Intelligence 51 What Is Environmental Intelligence? 51
Defining Environmental Scanning 52
Environmental Scanning on the Internet 53
Macro-Environmental Websites 54 Integrated/Global Information Resource Websites 54
The Politico-Legal Environment 57
The Economic Environment 58
The Sociocultural Environment 61
The Technological Environment 65
The Physical Environment 67
Summary 68
Discussion Questions 69
Internet Project 69
Further Reading 69
References 69 Chapter 5
Consumer Intelligence 71 What Is Consumer Intelligence? 71
Consumer Intelligence and the Internet 72
Internet Resources Related to the Cornerstones of Consumer Research 72 Occupations—What Constitutes the Markets? 73
Objectives—Why Does the Market Buy? 79
Objects, Occasions, Outlets—What, When, and Where Does the Market Buy? 81
Online/Off-Line Consumer Media Attitudes and Use Patterns 85
Online Media Attitudes and Use Patterns 86
Summary 88
Discussion Questions 89
Internet Project 89
References 89 Chapter 6
Competitive Intelligence 91 What Is Competitive Intelligence? 92
The Practicalities of an Effective Competitive Intelligence System 92
The Impact of the Internet on Competitive Intelligence 94
Twelve Steps for Conducting Competitive Intelligence on the Internet 94 - Check Key Competitive Intelligence Research Sources 95
- Search for Company Information 96
- Search the Websites and Personal Pages of Competitors 98
- Search for Trade Associations and Conferences 99
- Peruse Job and Career Websites 99
- Survey Competitors’ Customers Online 100
- Utilize Comparative-Shopping Services 100
- Search Newsgroups and Read Mailing Lists 100
- Find News That Can Be Used 101
- Personalize Information Searches 102
- Outsource the Competitive Intelligence Function 102
- Start Your Search Engines 105
Professional and Educational Sources—Lifelong Learning about Competitive Intelligence 106
Join a Discussion Group 107
Summary 108
Discussion Questions 108
Internet Project 108
Further Reading 108
References 109 Chapter 7
Internet Surveys 111 Comparative Advantages of Internet Surveys 112 Design 112
Distribution 113
Completion 113
Return 115
Internet Survey Shortfalls 115 Demography of Users 116
Psychology of Users 116
Designing Internet Surveys 117 Aesthetic Considerations 117
Psychological Considerations 118
Sampling Methodologies for Internet Surveys 120
Internet Survey Distribution Options 121 E-Mail Surveys 123
On-Site Intercept Surveys 123
Newsgroups and Discussion/Mailing Lists 123
In-House or Outsource? Internet Survey Research Firms and Services 124 Online Directories of Internet Survey Research Firms and Services 125
Internet Survey Firm Selection Criteria 125
Do-It-Yourself Internet Surveys: Just Add Questions 126
Online Surveying Software and Support 127
Summary 131
Discussion Questions 131
Internet Project 132
Further Reading 132
References 132 Chapter 8
An Introduction to Internet Newsgroups 135 Introduction 135
Newsgroup Applications in Marketing Research 136
Organization of the Hierarchy of Newsgroups 137
The Big Ten 137
Other Major Hierarchies 138
Regional Categories 139
Finding the Right Newsgroup/s 139
Netiquette and Basic Guidelines for Using Newsgroups 139
Basic Netiquette 139
Maintain the Quality of Newsgroup Messages 141
Commercial Postings and Announcements 141
Copyright Issues 142
Signatures 142
Spamming 143
Posting Messages 143
Be Polite and Nonintrusive 143
Asking Questions in Newsgroups 143
Use Short Subject Topic Lines 144
Deleting Posted Messages 144
Cross-Pointing 144
New Postings and Follow-Ups 144
The Twenty-Four Rules on Writing Proper Articles in Newsgroups 144
Conducting Surveys in Newsgroups 146
Other Useful Websites and Links 146
Summary 148
Discussion Questions 148
Internet Project 148
Further Reading 148
References 148 Chapter 9
Applied Research Methods for Newsgroups and Discussion Groups 151 Introduction 151
Three Main Methods of Researching
Newsgroups 152
Step-by-Step Guide to Conducting Research in Newsgroups and Discussion Groups 152 Step One: Read Introductory Postings 152
Step Two: Perform an Advanced Search for Relevant Newsgroups 152
Step Three: Read the FAQs 152
Step Four: Read Postings in Relevant Newsgroups 153
Step Five: E-Mail an Expert 153
Step Six: Do a Posting 153
Step Seven: Conduct a Survey 153
Step Eight: Create a New Newsgroup 153
Method A: Advanced Search Methods 153
Method B: Posting to a Newsgroup 154
Method C: Create a New Newsgroup 161
Summary 166
Internet Project 166
References 166 Chapter 10
Online Focus Groups 167 Focus Groups 167
Online Focus Groups 168 Advantages of Online Focus Groups 170
Disadvantages of Online Focus Groups 170
When Are Online Groups Appropriate? 172
Conducting an Online Focus Group 173
Participating in Online Focus Groups 174
Some Organizations That Conduct Focus Groups 176
Metadexes of Market Research Firms 178
Other Online Focus Group Resources 179
Summary 180
Discussion Questions 180
Internet Project 181
Further Reading 181
References 181 Chapter 11
Websites, Sources, and Data—Reliability and Validity 183 Information on the Internet 184 Who (Credibility/Authority)? 184
Where (Comparability/Connectivity/Copyright/Citation/Accuracy)? 185
What (Content/Objectivity)? 186
When (Continuity/Currency)? 187
Why (Context/Critical Thinking/Coverage)? 187
Websites about Websites 187
Meta-Information 188 Evaluative Meta-Information 188
Summary Meta-Information 190
Summary 190
Discussion Questions 191
Internet Project 191
Further Reading 191
References 191 Chapter 12
Ethical Concerns and Legalities 193 Introduction 194
Security 194
Consumer Protection 196 Other Websites Relevant to Consumer Fraud and Protection 197
Intellectual Property and Copyright Law 197
Trademarks 202
Defamation 204
Obscenity 205
Privacy 207
Summary 209
Discussion Questions 210
Internet Project 210
Further Reading 210
References 210 Glossary 212
Index 218 | 
2003 McGraw-Hill Higher Education