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The Handbook of Online Marketing Research: A Data Driven Approach for Developing Web Strategy [Hardcover]

Joshua Grossnickle (Author), Oliver Raskin (Author)

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Product details

Hardcover: 433 pages
Publisher: McGraw-Hill Inc.,US (1 Sep 2000)
Language English
ISBN-10: 0071361146
ISBN-13: 978-0071361149
Product Dimensions: 23.6 x 16.1 x 3.9 cm
Amazon Bestsellers Rank: 1,651,954 in Books (See Top 100 in Books)
- #79 in Books > Business, Finance & Law > Sales & Marketing > Database Marketing

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Product Description

"The Handbook of Online Marketing Research" examines all the latest techniques and trends used to conduct online research, including how to leverage existing sources, online chat-based sessions, email feedback, online focus groups, and much more. Now, just like larger companies, small- and medium-sized companies can learn vital information like the age, gender, and income of its users, and how they respond to different aspects of the products and those of its competitors. With the advent of the Internet, companies of all sizes and budgets can conduct online market research and access all the information they need to know to stay ahead of the competition. This book demonstrates how both large and small companies can take proven traditional market research techniques and adapt them to the Web. The result is an affordable means for businesses to understand their online customers' needs.

From the Back Cover

It's the first rule of business: Know your customer. This adage especially applies online, where hyper-paced development, marketing, and intense competition leave little room for mistakes. Cumbersome and expensive, traditional marketing research methods are ill-suited to this environment. To fill the void, an array of effective and inexpensive online marketing research techniques and products have been developed. By leveraging these new tools, any business of any size can capture reliable, detailed customer information fast, and for a fraction of the cost of traditional offline methods. This book shows you how. In The Handbook of Online Marketing Research, two pioneers in the field share the latest techniques for conducting research online and show you how to gather the vital customer information that is crucial to your company's success. You'll learn how to use the Internet to survey large numbers of consumers quickly and cost-effectively, and how to retrieve levels of information previously unavailable at any price. Authors Joshua Grossnickle and Oliver Raskin explain the fundamental types of marketing research and detail the techniques of sampling, data collection, and questionnaire design that are used to conduct this research online. They introduce a research process designed to ensure that all of your efforts result in useful, actionable information, and explain how to apply that information to all phases of product conception, development, and marketing. Their handbook walks you through: Defining and understanding the market; Developing target markets; Assessing your competition and positioning your product; Developing and testing new product concepts; Creating feature sets and testing interface designs; Measuring ROI. The Handbook of Online Marketing Research opens your eyes to the vast potential of online research and gives you the hands-on experience you need to put that potential to work for your organization. So don't wait. Start using this indispensable resource today!

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Inside This Book (Learn More)

First Sentence
The research process is a structured approach that helps ensure all your efforts result in useful, actionable information. Read the first page

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Most Helpful Customer Reviews on Amazon.com ^(beta)

Amazon.com: 3.6 out of 5 stars (11 customer reviews)

13 of 14 people found the following review helpful:

5.0 out of 5 stars Top resource for reaching and responding to your customers, 27 Feb 2001

By "rhopewell" - Published on Amazon.com

This review is from: The Handbook of Online Marketing Research: A Data Driven Approach for Developing Web Strategy (Hardcover)

This book is packed with good information. I saw the review in Wired,
and couldn't agree more. I've been using the resources identified in
the book and on the companion website. My company did a little
research with some free web survey technology, which wasn't very
useful. Not only does this book explain why (in a way I can
understand and explain to my managers) but it also explains how to do
it right. Lots of good examples thrown in as well. We're gearing up
to run some surveys, and so far, all is well. ... -- I suppose this
book isn't for statisticians, but then, the authors say that up front.
All in all, this is one of the better "how to" books I've
seen for the web.

31 of 38 people found the following review helpful:

1.0 out of 5 stars How to NOT conduct web surveys, 14 Feb 2001

By "webfielding" - Published on Amazon.com

This review is from: The Handbook of Online Marketing Research: A Data Driven Approach for Developing Web Strategy (Hardcover)

If you are a professional market researcher this book is far too elementary. For instance, you probably don't need standard deviation explained to you.

If you are a web developer, the examples seem downright amateurish. For instance, the authors provide some Javascript code for selecting website visitors at random, with the instruction that you will need to change variables for it to work for your purposes. That's what functions that accept parameters are for: then you can leave the core code alone and re-use it as often as you want.

Worse yet, the authors refer to "Tickle" as an alternative to ASP or CGI. It would seem they have not done their research. It's "Tcl", or Tool Command Language. Yes it is pronounced "Tickle", but the fact that they don't know how to spell it would seem to indicate they have only heard about it and haven't read anything about it, which is further supported by their assertion that Tcl/Tickle needs to run on Windows. This is patently untrue: like Perl (not "Pearl") it was originally developed for Unix and only more recently has been ported to Windows.

This book is especially at its worst if you have both market research and web development experience. For instance, the authors suggest using cookies and javascript for randomizing sample to avoid bias. However, they never mention that users can turn off both of these features. Excluding people who turn off cookies and Javascript would introduce a similar bias as not reaching unlisted numbers in telephone research.

Now that I've bought this book, the only value I can see that I will get from it is for examples about how not to do web surveys.

27 of 38 people found the following review helpful:

1.0 out of 5 stars Online Market Research for Dummies, 18 Feb 2001

By "deernuts" - Published on Amazon.com

This review is from: The Handbook of Online Marketing Research: A Data Driven Approach for Developing Web Strategy (Hardcover)

At best this book is a very general overview of market research concepts that are not even specific to online surveys. For instance, don't "lead" the respondent.

Its best isn't very good though. For instance, the authors repeatedly refer to Excel as a bona fide analysis tool. No professional worth his or her salt would use such a tool for this purpose.

At its worst this book is full of misinformation about web development. Before I bought this book, I wish I could have read the review that points out the authors' total misconception about Tcl, or "Tickle" as they call it.

Even more incredibly, there is an entry for "Tickle" in the index!

If you are at an intermediate level or higher in either market research or web development, this book is completely worthless.

› Go to Amazon.com to see all 11 reviews 3.6 out of 5 stars

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