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

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9780071361149: The Handbook of Online Marketing Research: A Data Driven Approach for Developing Web Strategy

"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.

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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!

About the Author:

Joshua Grossnickle and Oliver Raskin (San Francisco, CA) are the principals of SiteCentric, which provides custom research and explores development for Web-based products.

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