The Handbook of Online Marketing Research: Knowing Your Customer Using the Net by Joshua Grossnickle, Oliver Raskin
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Product Details
- Pub. Date: September 2000
- Publisher: McGraw-Hill Companies, The
- Format: Hardcover, 433pp
- ISBN-13: 9780071361149
- ISBN: 0071361146
- Edition Number: 1
Synopsis
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 featuresets 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!
Wired - Donahue
The authors are pioneers in Web marketing research. They've worked with E! Online, CNET, and other startups that have become big players, and their book recounts lessons they've learned along the way, For my money, the section on secondary research is the most useful. Packed with the URL's of tough-find-sites, it'll lead you to the latest demographic data and Net statistics— key ingredients in moving your venture toward new customers.
More Reviews and RecommendationsBiography
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.
Formerly with HotWired, the online venture of <>i>Wired magazine, they spearheaded the development of new online research methodologies, executed the first published experimental study online, and conducted the product development research used to launch the Inktomi/HotBot search service. At HotWired they conducted more than 50 Web-based studies before co-founding the interactive division of Millward Brown International, a leading traditional research firm. Here they conducted the highly publicized Internet Advertising Bureau Advertising Effectiveness Study, and worked with high-profile clients such as IBM, NBC, DoubleClick, Microsoft, Levi's, and General Motors, among others.
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Handbook of Online Marketing Research: Knowing Your Customer Using the Netby Anonymous
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February 18, 2001: At best an overview of market research concepts not necessarily specific to the web: for instance, don't 'lead' respondents. It's best isn't very good, though. For instance it refers to Excel a number of times as though it is a bona fide statistical analysis package, but in all my years of experience no professional I knew used it. At its worse the book contains amateurish advice and misinformation about web development. For instance, the authors provide some sample Javascript with the instruction to change variables. That's what functions that accept parameters are for. Also, cookies and javascript are suggested as tools to assist in gathering a non-biased random sample. However, the authors don?t consider that users can turn these features off, and therefore reliance on these tools can lead to an inherent bias similar to not attempting to include unlisted numbers in telephone research. Most egregiously, the authors refer to 'Tickle' as an alternative for server-side scripting. There is no such thing! There is Tcl (Tool Command Language) which is pronounced 'tickle', but another option, Perl, isn't spelled 'Pearl' because it is pronounced the same way. To further exacerbate this glaring error, there is even an entry for 'Tickle' in the index! Finally, the reason they cite for avoiding Tcl/Tickle is patently untrue. They claim it requires Windows. Actually Tcl, like Perl, was first developed on Unix, and only recently has been ported to Windows.
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