Handbook of Online Marketing Research

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.

Contents

Part I: Fundamentals.

The Research Process.

Secondary Research.

Qualitative Research.

Quantitative Research.

Sampling.

Data Collection.

Questionnaire Design.

Part II: Applications.

Market Research: Understanding the Market.

Segmentation: Developing Target Markets.

Competition: Assessment and Positioning.

Existing Online Products: Audience Composition and Performance Testing.

New Product Concepts.

Development.

Testing.

Marketing.

Tracking.

About the authors

Joshua Grossnickle and Oliver Raskin are the principles of SiteCentric LLC, an online marketing research firm whose mission is to provide the highest quality custom research to its clients. They are experts in exploring new and exciting research methods for developing and fine-tuning Web-based products, conducting effective marketing campaigns, and increasing the sales of e-commerce sites. Their clients include CNET, Snowball, E! Online, Lycos/Wired, ZDNet, and a variety of start-up and middle-sized companies.