Beruflich Dokumente
Kultur Dokumente
Accuracy
Speed
Primary Research
Data collected for the purposes of the study at hand
Other Websites
E.g., blogs
Databases
News Aggregators LexisXexis
Company Financial Information D&B
Legal, Tax & Regulatory Thomson
Market Research Mintel
Newsgroups
Conversion rates
Pages visited
Strengths
Speed of accessing
information
Cost effective
Quality and quantity of
information is evolving
Growing consumer confidence
online is improving response
and completion rates
Multimedia formats provide
greater creativity and flexibility
Weaknesses
Sample populations are not
representative
Self selection bias
Online sources maybe of
dubious reliability
Some survey methods e.g.
Pop-ups, cause irritation
Problems of reach due to
issues like changing e-mail
addresses
Common Online
Primary Research Activities
Usability Testing
Primary Data
Quantitative
Qualitative
Quantitative
Hits
Clickstream
Captures entry and exit points, shopping cart activity, conversion activity
What items are moved to the cart and back
What items are purchased
How much time is spent on each activity
Click Through
Click through measures how many visitors select a banner ad and visit the
subsequent page
click rate captures the number of times an online banner ad is clicked
and divides it by number of times the ad is posted
conversion rate takes the number of product purchasers and divides it
by the number of online advertisement viewers
Weaknesses
do not reveal information about demographics and purchasing decisions
clickstream data or related measures rarely correlate with purchase
rates
does little to investigate the factors influencing someone to move beyond
exposure to actual purchase
Consumer Behaviors
User Concern analysis:
To provide information for managerial decision-making
Understand viewers needs
Impressions
Captures the number of times an advertising banner is
seen
These are usually tracked via server log files
Weaknesses
there is no industry standard for counting impressions
a single web page can contain multiple ads, a site might register
more impressions per unit of time than web pages viewed per
unit of time
cached pages
Visits
Visits measure the total number of people visiting a website in a specified period
of time
visitors server name, IP address, type of web browser, and visit length
where visitors come from, their flow through a website (i.e., clickstream), and
note the links through which they leave the site
Unique visitors (e.g., through cookies)
Weaknesses
is that if someone visits a web page multiple times during the given period,
each one is counted as a separate visitor, potentially biasing estimates
no purchase information
Stickiness
Weaknesses
a consumer might spend a lot of time on a site because he/she cannot
figure out how the site is arranged or how to discover his/her desired
information
Registration
Weaknesses
the same user can use different user names and log-in ids
masque identities
misleading data
Web Surveys
Weaknesses
the data rely primarily on recall of past experience
fails to capture consumer behavior as it occurs in real time
consumers often confuse pop-up surveys with advertising
pop-up surveys may disrupt the purchasing process
WebQual
Website
Quality
Various Dimensions
WebQual
EASE OF USE
Ease of Understanding
Intuitive Operations
USEFULNESS
Informational Fit-to-task
Interactivity
Trust
Response Time
WebQual
ENTERTAINMENT
Visual Appeal
Innovativeness
Flow Emotional Appeal
COMPLEMENTARY RELATIONSHIP
Consistent Image
Online Completeness
Better than Alternative Channels
Service Quality
Tangibles:
Appearance of the physical facilities, equipment,
personnel and communication materials.
Reliability:
Ability to perform the promised service
dependably and accurately.
Responsiveness:
Willingness to help customers and provide
prompt service.
Assurance:
Knowledge and courtesy of employees and their
ability to convey trust and confidence.
Empathy:
Caring, individualized attention the firm provides its
customers.
E-ServQual
E-Commerce
Service
Quality
E-ServQual
EFFICIENCY
Easy to Find
Easy to Navigate
Organized
SYSTEM AVAILABILITY
Available for Business
Does not Crash
E-ServQual
FULFILLMENT
Delivers Orders
Availability of items
Truthfulness
RESPONSIVENESS
Return Policy
FAQ
Compensation
Contact Information
Brand loyalists
Those who are highly involved both with the product category
and with particular brands.
Information seekers
Those who are highly involved with a product category but
who do not have a preferred brand.
Routine brand buyers
Those who are not highly involved with the product category
but are involved with a particular brand in that category.
Brand switchers
Those who are not involved with the product category or with
particular brands.
Survey Errors
Coverage error
Sampling Error
Non-Response Error
Measurement Error
Qualitative
Netnography
Netnography adapts traditional, anthropological ethnographic research
techniques
study of cultures and communities emerging in computer-mediated
communications
study of cyberculture, which is defined as "the shared patterns of
behavior and their associated symbolic meanings expressed through
computer mediated communications
Web questionnaires
data include research field notes and cultural artifacts, such as
newsgroup postings, emails, and digital photographs
less expensive than traditional ethnographic techniques, and behavior
that is specific to the medium is obtained
Focus Groups
Respondent participation is solicited
Unstructured
Reach (i.e., location of the respondent is not an issue)
Easy to set up
Cost-effective and a potential source for rich data
Saves time (and provides ready transcript)
Weaknesses
Difficult to moderate and control
No access to respondent facial expressions and body language
Few respondents may dominate the session
Blog
Public Chat rooms
Discussion Groups
Usability Studies
Weaknesses
costly
slow and time-consuming
requires highly trained personnel
Membership statistics
Basis for the decisions
Critical activity analysis
Test Alternatives
Lets say you are the marketing manager at the B2C company, and
you are tasked with bringing in incremental revenue by acquiring more
new customers and generating greater revenue from all customers
Your baseline success hurdle is an average order value of $100 per
customer
you know that one of the programs that worked best for you in the past
was a buy one, get one free offer to a segment of your customers.
Now try to better that result.
Change the offer perhaps to a 50% off coupon. Run an A/B split test
to the same audience to see which offer fares better.
Test Alternatives
When you get your results, look specifically at your key data
point:
Average order value (AOV) per customer
Which offer achieved the higher AOV? How about the highest
revenue?
More Questions?