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Lesson 4: Marketing Research

 

New ad strategies pop up – July 13, 2001

Amid tough financial times for ad-dependent online companies, advertisers are pushing the envelope and working with more experimental types of online ads, such as pop-under ads.

Video Discussion 4

Professor's Coleman and Miller discuss Market Research Online.

Your group should answer one of the following questions in relationship to your company.

1. Describe the three challenges involved when trying to draw a representative sample from an Internet population. How would your firm respond to these challenges?

2. Compare and contrast online and offline methods of market research. Which is best or is there a matter of best between the two types? How would your firm use both?

3. How effective is Click Data for doing market research? How does your firm exemplify your answer?

4. Identify the three basic considerations a researcher should follow in making the decision to use Internet marketing research. How does your firm exemplify your answer?

During the lesson period, we will discuss the key concepts of this lesson via the daily "lecture mails". The key concepts for this lesson are as follows:

1. Steps in the Research Process

2. Survey Research

3. On-line Research

Be sure to read these daily mails for more detail on these concepts.

Read Chapter 4: Marketing Research (Mohammed, et al.)