Online marketing research
Online experiments
Internet surveys
Click-stream data
Online panels
Online focus groups
Marketing Research
Online Research
Advantages
Low cost
Speed
Higher response rates
Good for hard to reach groups
Marketing Research
Sampling Plan
Sample is a segment of the population selected for marketing research to represent the population as a whole
Who is to be studied?
How many people should be studied?
How should the people be chosen?
Marketing Research Sampling Plan – Types of Samples
Probability Sample
Simple random sample
Every member of the population has a known and equal chance of selection
Stratified random sample
The population is divided into mutually exclusive groups and random samples are drawn from each group
Cluster (area) sample
The population is divided into mutually exclusive groups and the researcher draws a sample
Nonprobability Sample
Convenience sample
The research selects the easiest population members
Judgment sample
The researcher uses their judgment to select population members
Quota sample
The researcher finds and interviews a prescribed number of people in each of several categories
Marketing Research
Research Instruments
Questionnaires
Most common
Administered in person, by phone, or online
Flexible
Research must be careful with wording and ordering of questions
Marketing Research
Research Instruments—Questionnaires
Closed-end questions include all possible answers, and subjects make choices among them
Provide answers that are easier to interpret and tabulate
Open-end questions allow respondents to answer in their own words
Useful in exploratory research