Internet marketing intelligence: research tools, techniques, and resources
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass. [u.a.]
McGraw-Hill
2003
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Contributor biographical information Table of contents Publisher description Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XIII, 242 S. Ill. 26 cm |
| ISBN: | 0074711202 |
Internformat
MARC
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| 100 | 1 | |a Forrest, Edward |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Internet marketing intelligence |b research tools, techniques, and resources |c Edward Forrest |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Boston, Mass. [u.a.] |b McGraw-Hill |c 2003 | |
| 300 | |a XIII, 242 S. |b Ill. |c 26 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a aMarketing research |a xData processing | |
| 650 | 4 | |a aMarketing research |a xComputer network resources | |
| 650 | 4 | |a aInternet | |
| 856 | 4 | |u http://www.loc.gov/catdir/bios/mh042/2002026484.html |3 Contributor biographical information | |
| 856 | 4 | |u http://www.loc.gov/catdir/toc/mh031/2002026484.html |3 Table of contents | |
| 856 | 4 | |u http://www.loc.gov/catdir/description/mh031/2002026484.html |3 Publisher description | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-014935086 | ||
Datensatz im Suchindex
| _version_ | 1804135563526144000 |
|---|---|
| adam_text | Table of Conte
Preface viii
Chapter 1
Marketing Research: Established Traditions
and Emerging Trends 1
Marketing Research Defined 2
Types of Marketing Research 3
The Marketing Research Process 3
1. Define the Research Question or Problem 3
2. Create the Research Design or Master Plan 4
3. Select the Research Method 4
4. Select the Appropriate Sample 4
5. Collect and Input the Data 5
6. Interpret and Draw Conclusions about the
Data 5
7. Prepare a Report 5
8. Follow Up the Research 5
Evolution of Marketing Research 5
Late 1800s to 1905: Application of Research to
Marketing Problems 5
1905 to 1918: Organized Approaches to Market
Information 6
1919 to 1930: Structuring the Marketing Research
Discipline 6
1930 to 1950: Solidification and Refinement of
Marketing Research 6
1950 to 1975: Restructuring and the Modern Era of
Marketing Research 6
1975 to 1995: Computerization and
Globalization 6
1995 to Present: The Emergence and Growing Impact
of the Internet 6
Why the Internet Is Causing a Revolution in Market
Research 8
Hurdles Faced in Internet Marketing Research 8
Information Overload 8
Sorting Out the Trash 9
Speed of the Internet 9
Hesitance to Divulge Information over the
Internet 9
Lack of Access to the Internet 9
The Future of Marketing Research and the
Internet 9
nts
Emerging Functions of Marketing Research 9
Moving from Market Research to Market Focused
Learning 10
The Internet s Marketing Research Applications 11
Personal Intelligence II
Environmental Intelligence 11
Consumer Intelligence 12
Competitive Intelligence 12
Marketing Research on the Internet 12
Internet Surveys 13
Newsgroups 13
Online Focus Groups and Product and Copy
Testing 13
Other Critical Concerns 13
Summary 14
Discussion Questions 14
Internet Project 15
Further Reading 15
References 16
Chapter 2
Internet Search and Research 17
Researching Searching 18
The Evolution of Search Engines—A Truncated
History 18
Search Engines Today 18
Which Tool Is Best? 20
For a Scholarly Topic 20
For General Scholarly Information 21
For a Reasonably Simple Topic 22
For General Facts and Figures 23
Search Techniques 24
Boolean Operators 24
Word Stems and Wildcards 26
Stoplist 26
Consider the Spelling 26
Improving Your Search Skills 26
Outsourcing a Search 27
Summary 28
Discussion Questions 28
Internet Project 29
Further Reading 29
References 29
xi
xii Contents
Chapter 3
Personal Intelligence 31
What Is Personal Intelligence? 31
Achieving Personal Intelligence: Finding,
Downloading, Filtering, Displaying, and Managing
Information 32
Finding Information 32
Exchanging Information 33
Filtering Information 35
Displaying Information 35
Managing Information 35
Bookmark Management 36
Personalizing and Customizing
Browsers 37
Research Tools 38
Gathering News and Information 41
Portals 41
Personalized Retrieval Sen ices 42
E Zines 43
E Business 43
E Marketing 44
Marketing Research Information and
Resources 45
Summary 48
Discussion Questions 49
Internet Project 49
Further Reading 49
References 49
Chapter 4
Environmental Intelligence 51
What Is Environmental Intelligence? 51
Defining Environmental Scanning 52
Environmental Scanning on the Internet 53
Macro Environmental Websites 54
Integrated/Global Information Resource
Websites 54
The Politico Legal Environment 57
The Economic Environment 58
The Sociocultural Environment 61
The Technological Environment 65
The Physical Environment 67
Summary 68
Discussion Questions 69
Internet Project 69
Further Reading 69
References 69
Chapter 5
Consumer Intelligence 71
What Is Consumer Intelligence? 71
Consumer Intelligence and the Internet 72
Internet Resources Related to the Cornerstones of
Consumer Research 72
Occupations—What Constitutes the Markets? 73
Objectives—Why Does the Market Buy 79
Objects, Occasions, Outlets—What, When, and Where
Does the Market Buy? 81
Online/Off Line Consumer Media Attitudes and Use
Patterns 85
Online Media Attitudes and Use Patterns 86
Summary 88
Discussion Questions 89
Internet Project 89
References 89
Chapter 6
Competitive Intelligence 91
What Is Competitive Intelligence? 92
The Practicalities of an Effective Competitive
Intelligence System 92
The Impact of the Internet on Competitive
Intelligence 94
Twelve Steps for Conducting Competitive Intelligence
on the Internet 94
/. Check Key Competitive Intelligence Research
Sources 95
2. Search for Company Information 96
3: Search the Websites and Personal Pages of
Competitors 98
4. Search for Trade Associations and
Conferences 99
5. Peruse Job and Career Websites 99
6. Survey Competitors Customers Online 100
7. Utilize Comparative Shopping Services 100
8. Search Newsgroups and Read Mailing
Lists 100
9. Find News That Can Be Used 101
10. Personalize Information Searches 102
11. Outsource the Competitive Intelligence
Function 102
12. Start Your Search Engines 105
Professional and Educational Sources—Lifelong
Learning about Competitive Intelligence 106
Join a Discussion Group 107
Summary 108
Discussion Questions 108
Internet Project 108
Further Reading 108
References 109
Chapter 7
Internet Surveys 111
Comparative Advantages of Internet Surveys 112
Design 112
Distribution 113
Completion 113
Return 115
Internet Survey Shortfalls 115
Demography of Users 116
Psychology of Users 116
Designing Internet Surveys 117
Aesthetic Considerations 117
Psychological Considerations 118
Sampling Methodologies for Internet Surveys 120
Internet Survey Distribution Options 121
E Mail Surveys 123
On Site Intercept Surveys 123
Newsgroups and Discussion/Mailing Lists 123
In House or Outsource? Internet Survey Research
Firms and Services 124
Online Directories of Internet Survey Research Firms
and Services 125
Internet Survey Firm Selection Criteria 125
Do It Yourself Internet Surveys: Just Add
Questions 126
Online Surveying Software and Support 127
Summary 131
Discussion Questions 131
Internet Project 132
Further Reading 132
References 132
Chapter 8
An Introduction to Internet Newsgroups 135
Introduction 135
Newsgroup Applications in Marketing Research 136
Organization of the Hierarchy of Newsgroups 137
The Big Ten 137
Other Major Hierarchies 138
Regional Categories 139
Finding the Right Newsgroup/s 139
Contents xiii
Netiquette and Basic Guidelines for Using
Newsgroups 139
Basic Netiquette 139
Maintain the Quality of Newsgroup
Messages 141
Commercial Postings and Announcements 141
Copyright Issues 142
Signatures 142
Spamming 143
Posting Messages 143
Be Polite and Nonintriisive 143
Asking Questions in Newsgroups 143
Use Short Subject Topic Lines 144
Deleting Posted Messages 144
Cross Pointing 144
New Postings and Follow Ups 144
The Twenty Four Rules on Writing Proper Articles in
Newsgroups 144
Conducting Surveys in Newsgroups 146
Other Useful Websites and Links 146
Summary 148
Discussion Questions 148
Internet Project 148
Further Reading 148
References 148
Chapter 9
Applied Research Methods for Newsgroups
and Discussion Groups 151
Introduction 151
Three Main Methods of Researching
Newsgroups 152
Step by Step Guide to Conducting Research in
Newsgroups and Discussion Groups 152
Step One: Read Introductory Postings 152
Step Two: Perform an Advanced Search for Relevant
Newsgroups 152
Step Three: Read the FAQs 152
Step Four: Read Postings in Relevant
Newsgroups 153
Step Five: E Mail an Expert 153
Step Si.x: Do a Posting 153
Step Seven: Conduct a Survey 153
Step Fight: Create a New Newsgroup 153
Method A: Advanced Search Methods 153
Method B: Posting to a Newsgroup 154
Method C: Create a New Newsgroup 161
xiv Contents
Summary 166
Internet Project 166
References 166
Chapter 10
Online Focus Groups 167
Focus Groups 167
Online Focus Groups 168
Advantages of Online Focus Groups 170
Disadvantages of Online Focus Groups 170
When A re Online Groups Appropriate ? 172
Conducting an Online Focus Group 173
Participating in Online Focus Groups 174
Some Organizations That Conduct Focus Groups 176
Metadexes of Market Research Firms 178
Other Online Focus Group Resources 179
Summary 180
Discussion Questions 180
Internet Project 181
Further Reading 181
References 181
Chapter 11
Websites, Sources, and Data—Reliability
and Validity 183
Information on the Internet 184
Who (Credibility/Authority)? 184
Where (Comparability/Connectivity/Copyright/
Citation/Accuracy)? 185
What (Content/Objectivity)? 186
When (Continuity/Currency)? 187
Why (Context/Critical Thinking/Coverage)? 187
Websites about Websites 187
Meta Information 188
Evaluative Meta Information 188
Summary Meta Information 190
Summary 190
Discussion Questions 191
Internet Project 191
Further Reading 191
References 191
Chapter 12
Ethical Concerns and Legalities 193
Introduction 194
Security 194
Consumer Protection 196
Other Websites Relevant to Consumer Fraud and
Protection 197
Intellectual Property and Copyright Law 197
Trademarks 202
Defamation 204
Obscenity 205
Privacy 207
Summary 209
Discussion Questions 210
Internet Project 210
Further Reading 210
References 210
Glossary 212
Index 218
|
| adam_txt |
Table of Conte
Preface viii
Chapter 1
Marketing Research: Established Traditions
and Emerging Trends 1
Marketing Research Defined 2
Types of Marketing Research 3
The Marketing Research Process 3
1. Define the Research Question or Problem 3
2. Create the Research Design or Master Plan 4
3. Select the Research Method 4
4. Select the Appropriate Sample 4
5. Collect and Input the Data 5
6. Interpret and Draw Conclusions about the
Data 5
7. Prepare a Report 5
8. Follow Up the Research 5
Evolution of Marketing Research 5
Late 1800s to 1905: Application of Research to
Marketing Problems 5
1905 to 1918: Organized Approaches to Market
Information 6
1919 to 1930: Structuring the Marketing Research
Discipline 6
1930 to 1950: Solidification and Refinement of
Marketing Research 6
1950 to 1975: Restructuring and the Modern Era of
Marketing Research 6
1975 to 1995: Computerization and
Globalization 6
1995 to Present: The Emergence and Growing Impact
of the Internet 6
Why the Internet Is Causing a Revolution in Market
Research 8
Hurdles Faced in Internet Marketing Research 8
Information Overload 8
Sorting Out the Trash 9
Speed of the Internet 9
Hesitance to Divulge Information over the
Internet 9
Lack of Access to the Internet 9
The Future of Marketing Research and the
Internet 9
nts
Emerging Functions of Marketing Research 9
Moving from Market Research to Market Focused
Learning 10
The Internet's Marketing Research Applications 11
Personal Intelligence II
Environmental Intelligence 11
Consumer Intelligence 12
Competitive Intelligence 12
Marketing Research on the Internet 12
Internet Surveys 13
Newsgroups 13
Online Focus Groups and Product and Copy
Testing 13
Other Critical Concerns 13
Summary 14
Discussion Questions 14
Internet Project 15
Further Reading 15
References 16
Chapter 2
Internet Search and Research 17
Researching "Searching" 18
The Evolution of Search Engines—A Truncated
History 18
Search Engines Today 18
Which Tool Is Best? 20
For a Scholarly Topic 20
For General Scholarly Information 21
For a Reasonably Simple Topic 22
For General Facts and Figures 23
Search Techniques 24
Boolean Operators 24
Word Stems and Wildcards 26
Stoplist 26
Consider the Spelling 26
Improving Your Search Skills 26
Outsourcing a Search 27
Summary 28
Discussion Questions 28
Internet Project 29
Further Reading 29
References 29
xi
xii Contents
Chapter 3
Personal Intelligence 31
What Is Personal Intelligence? 31
Achieving Personal Intelligence: Finding,
Downloading, Filtering, Displaying, and Managing
Information 32
Finding Information 32
Exchanging Information 33
Filtering Information 35
Displaying Information 35
Managing Information 35
Bookmark Management 36
Personalizing and Customizing
Browsers 37
Research Tools 38
Gathering News and Information 41
Portals 41
Personalized Retrieval Sen ices 42
E Zines 43
E Business 43
E Marketing 44
Marketing Research Information and
Resources 45
Summary 48
Discussion Questions 49
Internet Project 49
Further Reading 49
References 49
Chapter 4
Environmental Intelligence 51
What Is Environmental Intelligence? 51
Defining Environmental Scanning 52
Environmental Scanning on the Internet 53
Macro Environmental Websites 54
Integrated/Global Information Resource
Websites 54
The Politico Legal Environment 57
The Economic Environment 58
The Sociocultural Environment 61
The Technological Environment 65
The Physical Environment 67
Summary 68
Discussion Questions 69
Internet Project 69
Further Reading 69
References 69
Chapter 5
Consumer Intelligence 71
What Is Consumer Intelligence? 71
Consumer Intelligence and the Internet 72
Internet Resources Related to the Cornerstones of
Consumer Research 72
Occupations—What Constitutes the Markets? 73
Objectives—Why Does the Market Buy' 79
Objects, Occasions, Outlets—What, When, and Where
Does the Market Buy? 81
Online/Off Line Consumer Media Attitudes and Use
Patterns 85
Online Media Attitudes and Use Patterns 86
Summary 88
Discussion Questions 89
Internet Project 89
References 89
Chapter 6
Competitive Intelligence 91
What Is Competitive Intelligence? 92
The Practicalities of an Effective Competitive
Intelligence System 92
The Impact of the Internet on Competitive
Intelligence 94
Twelve Steps for Conducting Competitive Intelligence
on the Internet 94
/. Check Key Competitive Intelligence Research
Sources 95
2. Search for Company Information 96
3: Search the Websites and Personal Pages of
Competitors 98
4. Search for Trade Associations and
Conferences 99
5. Peruse Job and Career Websites 99
6. Survey Competitors'Customers Online 100
7. Utilize Comparative Shopping Services 100
8. Search Newsgroups and Read Mailing
Lists 100
9. Find News That Can Be Used 101
10. Personalize Information Searches 102
11. Outsource the Competitive Intelligence
Function 102
12. Start Your Search Engines 105
Professional and Educational Sources—Lifelong
Learning about Competitive Intelligence 106
Join a Discussion Group 107
Summary 108
Discussion Questions 108
Internet Project 108
Further Reading 108
References 109
Chapter 7
Internet Surveys 111
Comparative Advantages of Internet Surveys 112
Design 112
Distribution 113
Completion 113
Return 115
Internet Survey Shortfalls 115
Demography of Users 116
Psychology of Users 116
Designing Internet Surveys 117
Aesthetic Considerations 117
Psychological Considerations 118
Sampling Methodologies for Internet Surveys 120
Internet Survey Distribution Options 121
E Mail Surveys 123
On Site Intercept Surveys 123
Newsgroups and Discussion/Mailing Lists 123
In House or Outsource? Internet Survey Research
Firms and Services 124
Online Directories of Internet Survey Research Firms
and Services 125
Internet Survey Firm Selection Criteria 125
Do It Yourself Internet Surveys: Just Add
Questions 126
Online Surveying Software and Support 127
Summary 131
Discussion Questions 131
Internet Project 132
Further Reading 132
References 132
Chapter 8
An Introduction to Internet Newsgroups 135
Introduction 135
Newsgroup Applications in Marketing Research 136
Organization of the Hierarchy of Newsgroups 137
The Big Ten 137
Other Major Hierarchies 138
Regional Categories 139
Finding the Right Newsgroup/s 139
Contents xiii
Netiquette and Basic Guidelines for Using
Newsgroups 139
Basic Netiquette 139
Maintain the Quality of Newsgroup
Messages 141
Commercial Postings and Announcements 141
Copyright Issues 142
Signatures 142
Spamming 143
Posting Messages 143
Be Polite and Nonintriisive 143
Asking Questions in Newsgroups 143
Use Short Subject Topic Lines 144
Deleting Posted Messages 144
Cross Pointing 144
New Postings and Follow Ups 144
The Twenty Four Rules on Writing Proper Articles in
Newsgroups 144
Conducting Surveys in Newsgroups 146
Other Useful Websites and Links 146
Summary 148
Discussion Questions 148
Internet Project 148
Further Reading 148
References 148
Chapter 9
Applied Research Methods for Newsgroups
and Discussion Groups 151
Introduction 151
Three Main Methods of Researching
Newsgroups 152
Step by Step Guide to Conducting Research in
Newsgroups and Discussion Groups 152
Step One: Read Introductory Postings 152
Step Two: Perform an Advanced Search for Relevant
Newsgroups 152
Step Three: Read the FAQs 152
Step Four: Read Postings in Relevant
Newsgroups 153
Step Five: E Mail an Expert 153
Step Si.x: Do a Posting 153
Step Seven: Conduct a Survey 153
Step Fight: Create a New Newsgroup 153
Method A: Advanced Search Methods 153
Method B: Posting to a Newsgroup 154
Method C: Create a New Newsgroup 161
xiv Contents
Summary 166
Internet Project 166
References 166
Chapter 10
Online Focus Groups 167
Focus Groups 167
Online Focus Groups 168
Advantages of Online Focus Groups 170
Disadvantages of Online Focus Groups 170
When A re Online Groups Appropriate ? 172
Conducting an Online Focus Group 173
Participating in Online Focus Groups 174
Some Organizations That Conduct Focus Groups 176
Metadexes of Market Research Firms 178
Other Online Focus Group Resources 179
Summary 180
Discussion Questions 180
Internet Project 181
Further Reading 181
References 181
Chapter 11
Websites, Sources, and Data—Reliability
and Validity 183
Information on the Internet 184
Who (Credibility/Authority)? 184
Where (Comparability/Connectivity/Copyright/
Citation/Accuracy)? 185
What (Content/Objectivity)? 186
When (Continuity/Currency)? 187
Why (Context/Critical Thinking/Coverage)? 187
Websites about Websites 187
Meta Information 188
Evaluative Meta Information 188
Summary Meta Information 190
Summary 190
Discussion Questions 191
Internet Project 191
Further Reading 191
References 191
Chapter 12
Ethical Concerns and Legalities 193
Introduction 194
Security 194
Consumer Protection 196
Other Websites Relevant to Consumer Fraud and
Protection 197
Intellectual Property and Copyright Law 197
Trademarks 202
Defamation 204
Obscenity 205
Privacy 207
Summary 209
Discussion Questions 210
Internet Project 210
Further Reading 210
References 210
Glossary 212
Index 218 |
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| id | DE-604.BV021721422 |
| illustrated | Illustrated |
| index_date | 2024-07-02T15:23:31Z |
| indexdate | 2024-07-09T20:42:30Z |
| institution | BVB |
| isbn | 0074711202 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014935086 |
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| publisher | McGraw-Hill |
| record_format | marc |
| spelling | Forrest, Edward Verfasser aut Internet marketing intelligence research tools, techniques, and resources Edward Forrest 2. ed. Boston, Mass. [u.a.] McGraw-Hill 2003 XIII, 242 S. Ill. 26 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index aMarketing research xData processing aMarketing research xComputer network resources aInternet http://www.loc.gov/catdir/bios/mh042/2002026484.html Contributor biographical information http://www.loc.gov/catdir/toc/mh031/2002026484.html Table of contents http://www.loc.gov/catdir/description/mh031/2002026484.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014935086&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Forrest, Edward Internet marketing intelligence research tools, techniques, and resources aMarketing research xData processing aMarketing research xComputer network resources aInternet |
| title | Internet marketing intelligence research tools, techniques, and resources |
| title_auth | Internet marketing intelligence research tools, techniques, and resources |
| title_exact_search | Internet marketing intelligence research tools, techniques, and resources |
| title_exact_search_txtP | Internet marketing intelligence research tools, techniques, and resources |
| title_full | Internet marketing intelligence research tools, techniques, and resources Edward Forrest |
| title_fullStr | Internet marketing intelligence research tools, techniques, and resources Edward Forrest |
| title_full_unstemmed | Internet marketing intelligence research tools, techniques, and resources Edward Forrest |
| title_short | Internet marketing intelligence |
| title_sort | internet marketing intelligence research tools techniques and resources |
| title_sub | research tools, techniques, and resources |
| topic | aMarketing research xData processing aMarketing research xComputer network resources aInternet |
| topic_facet | aMarketing research xData processing aMarketing research xComputer network resources aInternet |
| url | http://www.loc.gov/catdir/bios/mh042/2002026484.html http://www.loc.gov/catdir/toc/mh031/2002026484.html http://www.loc.gov/catdir/description/mh031/2002026484.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014935086&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT forrestedward internetmarketingintelligenceresearchtoolstechniquesandresources |