Handbook of Online Marketing Research

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 feature sets 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!Grossnickle, Joshua is the author of 'Handbook of Online Marketing Research' with ISBN 9780071361149 and ISBN 0071361146.