Market Research for EC
•Aims
Problem definition
and
Research
objectives
Research
methodology,
Data collection
plan
Data
collection,
Data analysis
Results,
Recommendations,
Implementation
Finding relationship between consumers, products,
marketing methods, and marketers through information in
order to discover marketing opportunities and issues, to
establish marketing plans, to better understand the
purchasing process, and to evaluate marketing
performance
Market Research for EC
•Goal–find information
and knowledge that
describes relationships
among
–Consumers
–Products
–Marketing methods
–Marketers
•Aim—find relationship
between
–Discover marketing
opportunities and issues
–Establish marketing plans
–Better understand the
purchasing process
–Evaluate marketing
performance
Market Research for EC (cont.)
•Online Market Research
Using online technology to conduct surveys
More efficient, faster, and cheaper data collection,
and a more geographically diverse audience than
those found in off-line surveys
Ability to incorporate radio buttons, data-entry
fields and check boxes in the surveys
Not suitable for every customer or product — it is
skewed toward highly educated males with high
disposal income
Market Research for EC (cont.)
Procter & Gamble
•Example: Internet market research expedites
time-to-market for Procter & Gamble
–In the past developing a major new product, from
concept to market launch, took over 5 years
–In September 2000 introduced Whitestrips on the
Internet, offering the product for sale on P&G’s
Web site
Market Research for EC (cont.)
Procter & Gamble (cont.)
–Online research was facilitated by data mining
conducted on P&G’s huge historical data and the
new Internet data
–Internet created a product awareness of 35
percent before shipments were made to stores
–Revolutionized process of studying the product
concept, segmenting the market, and expediting
product development
Market Research for EC (cont.)
•Various tools are used to conduct consumer
market research:
–Questionnaires
–Surveyors
–Telephone surveys
–Focus groups
•Important first to understand how groups of
consumers are classified
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