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Internet Marketing Intelligence, 2/e
Edward Forrest, University of Alaska

Preface


At an old campus of mine, inscribed above the doorway to the library were the words: 'The half of knowledge is knowing where to find knowledge'. Indeed, with the advent of the Internet, this adage never rang truer. The Internet is now the largest repository of human knowledge. Therefore, how and where to find the information is an essential skill for every information worker and, in particular, the market researcher.

The market researcher is charged with the responsibility of providing timely and accurate information for decision making. Accordingly, the market researcher must devise a comprehensive research program that will provide a continuous flow of relevant data for every variable that can or does impact sales in the marketplace. It was within the twentieth century that the vocation of marketing research was established. To date, it has evolved into a profession that uses the most sophisticated data-gathering and analysis tools available. The twenty-first century will challenge market researchers to continue to upgrade their research skills and information-processing expertise. A thorough understanding of the structure and substance of the Internet will be a certain prerequisite for the complete market researcher. This book illustrates when, where and how the Internet can assist the market researcher in monitoring the marketplace.

With respect to research tasks, the book documents how the Internet can be used for:

  • personal, environmental, consumer and competitor intelligence
  • survey, focus group, product and copy testing.

With respect to research tools, this book overviews the nature and application of:

  • email, newsgroups and discussion lists
  • search and meta-search engines, metadexes, searchbots, knowbots and agents
  • cookies, server log files and analysers.

Also addressed are the critical concerns of every market researcher regarding:

  • data source and web site reliability and validity
  • the issues and legalities of user privacy, consumer protection, data security, intellectual property, fair use, trademarking and copyright.

Today, the Internet exists as an important supplement to the marketer's traditional array of information resources and research tools. Yet the Internet is only in its infancy. In 2004 it will be only fifteen years since Tim Berners-Lee introduced his World Wide Web; only ten years since Mark Andressen translated Mosaic to Netscape. In the interim, tens of millions of people around the world have come to use the Internet as their primary information and communication vehicle.

With a new user logging on every two seconds, the predominance of the Internet is inevitable. For the marketer, knowledge of the Internet's resources and research techniques will be indispensable.

Edward Forrest.








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