Internet Marketing Research
EXECUTIVE SUMMARY
This report on Internet marketing research supports and encourages its usage and begins with an introduction to what exactly is marketing research and how it helps organizations with their product and service development, as well as marketing. Outlining the pro’s and cons of online research, the iPhone mobile product of Apple Inc. is analyzed as the case study to support online marketing research. In addition, a definition of the two types of primary marketing research methods is given, namely quantitative and qualitative research. Moreover, proof of Apple’s extensive use of quantitative research is given particularly in the form of blog’s and marketing consultancy firms conducting survey research. Next, the concept of secondary data research is delved into having three sources: documentary, survey and multiple forms. After stating their advantages and disadvantages, the suitability of secondary data is concluded. There are several risks and ethics concerning online marketing research mentioned further on in the report as well as the reliability, validity and so on of research. In conclusion, firms can decide to conduct research on their own or outsource it depending on the market size, costs, benefits, competition and customers involved.
Table of Contents
Part Page
1.0 INTRODUCTION. - Marketing Research . . . . . . . . . . . . 4
2.0 Apple iPhone. . . . . . . . . . . . . . .. .. . . . . . . . . . . 5
3.0 Primary Marketing Research. . . . . . . . . . . . . . . . . .6 4.0 Secondary Marketing Research. . .. . . . . . . . . . . . .8
5.0 Online Marketing Research Issues. . . . .. . . . . . . . . . . 11
6.0 Conclusion. . . . . . . . . . . .
This report on Internet marketing research supports and encourages its usage and begins with an introduction to what exactly is marketing research and how it helps organizations with their product and service development, as well as marketing. Outlining the pro’s and cons of online research, the iPhone mobile product of Apple Inc. is analyzed as the case study to support online marketing research. In addition, a definition of the two types of primary marketing research methods is given, namely quantitative and qualitative research. Moreover, proof of Apple’s extensive use of quantitative research is given particularly in the form of blog’s and marketing consultancy firms conducting survey research. Next, the concept of secondary data research is delved into having three sources: documentary, survey and multiple forms. After stating their advantages and disadvantages, the suitability of secondary data is concluded. There are several risks and ethics concerning online marketing research mentioned further on in the report as well as the reliability, validity and so on of research. In conclusion, firms can decide to conduct research on their own or outsource it depending on the market size, costs, benefits, competition and customers involved.
Table of Contents
Part Page
1.0 INTRODUCTION. - Marketing Research . . . . . . . . . . . . 4
2.0 Apple iPhone. . . . . . . . . . . . . . .. .. . . . . . . . . . . 5
3.0 Primary Marketing Research. . . . . . . . . . . . . . . . . .6 4.0 Secondary Marketing Research. . .. . . . . . . . . . . . .8
5.0 Online Marketing Research Issues. . . . .. . . . . . . . . . . 11
6.0 Conclusion. . . . . . . . . . . .