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Marketing Research Articles Related to the Internet and Web Industry

Marketing Research Articles Related to the Internet and Web Industry

Showing items 1-20 of 209.

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User interface testing becomes accessible and cost-effective

Published
February 1997
Author
Cheo Massion
Abstract
User interface research and usability technology are useful tools for understanding how customers will respond to new software versions, but these methods can be quite expensive. This article discusses user interface testing and its less-expensive portable version.

Why marketers should care about reaching women online

Published
January 1997
Author
Amy Yoffie
Abstract
Online marketing has focused on men. This article discusses how marketing is missing the mark in terms of reaching women and how doing so is to companies' detriment.

Women offer tips to make Internet commerce more appealing

Published
June 1997
Author
Amy Yoffie
Abstract
Research Connections Inc. conducted quantitative on-line research to better understand current women shoppers and how to attract more women to Internet shopping.

Online research is logical choice for Yahoo!’s audience analysis project

Published
June 1997
Author
Richard Kottler
Abstract
Yahoo! used online surveys to measure users' motivation, usage and point of primary Internet access.

Measuring and improving Web site design - case histories and insights

Published
July 1998
Author
Scott Young
Abstract
This article briefly summarizes case histories that illustrate how surveys are being used to address a broad range of Web marketing issues. It summarizes survey methodology, response rates and key findings of each example. The article concludes with several guidelines to consider in developing and applying site-based surveys.

GTE Internetworking boosts satisfaction numbers through a customer-focused approach and an organization-wide commitment

Published
October 1998
Author
Robert Brass
Abstract
GTE Internetworking (GTEI) uses an external customer satisfaction survey and an internal process based on this information in a highly disciplined way to continually increase company quality and customer satisfaction.

Are we getting ahead of ourselves?

Published
July 1999
Author
Joseph Rydholm, Quirk's Editor
Abstract
Turner Entertainment Group developed Digital Dashboard, an Internet-based diagnostic product to help managers of Turner Web sites track performance issues related to the Web sites. The company learned the endeavor was more problematic than helpful.

Integrating market research into the Web site development process

Published
July 1999
Author
Jeff Rosenblum
Abstract
With the explosion of the Internet, a Web site can help a company become or stay competitive. This article discusses integrating market research into Web site development and strategy.

Of browsers and plug-ins

Published
July 1999
Authors
Chris Grecco and Hal King
Abstract
The Internet is clearly becoming part of people’s daily lives much more than imagined by its inventors. This article discusses the Internet: growth, transport technologies, multimedia research needs and the future.

Don't believe these seven Web myths

Published
November 1999
Authors
Albert Angrisani and Terri Flanagan
Abstract
Some merchants mistakenly assume that in-store customer loyalty will translate to Internet customer loyalty. This article discusses the reason why loyalty in these different fronts is disparate, noting the importance of market research prior to entering the “e-front” and seven Web myths.

Tele-Internet focus groups: an alternative to traditional focus groups

Published
January 2000
Author
Karla Buhsmer
Abstract
Demand is growing for market research firms to evaluate user or industry response to the e-commerce or e-services offered on company Web sites. A better choice than the traditional in-person focus group is often a telephone focus group accompanied by the visual aid of an Internet Web site. This article describes the concept of these new focus groups, as well as the types of projects best suited for them. Also discussed are their advantages and effectiveness.

Web-based observational research helps fine-tune e-shopping tool

Published
July 2000
Author
Jeffrey S. Robbins
Abstract
Soliloquy Inc. combined Web observational and opinion research to fine-tune Expert, its front-end interface for online vendors that allows shoppers to find what they want through a two-way interactive online conversation.

The Internet, the new economy and the need for continuous market intelligence

Published
July 2000
Author
Chris Grecco
Abstract
While online research has become a viable method for gathering market information, the Internet has not reached its full potential as a tool for understanding the marketplace. This article discusses Internet research and the need for real-time windows into the marketplace.

Using research to improve Web marketing

Published
July 2000
Author
Scott Young
Abstract
Marketers are spending millions to develop and promote their Web sites and marketing programs. In doing so, it is important to keep in mind that the Web puts the customer firmly in control. This article offers several guidelines for speaking with your customers and shares insights from recent Web marketing studies.

Study seeks link between site satisfaction and revenues

Published
July 2000
Author
John Burshek
Abstract
This article discusses a self-funded study by the author’s firm that aimed to find a research method or methods that would provide statistically-sound information against which advanced statistical procedures could be applied in the investigation of Web sites, user interaction, and what is most meaningful to the user, all of which ties into revenue for companies with a Web presence.

Using online focus groups for e-commerce research

Published
June 2000
Author
Winslow "Bud" Johnson
Abstract
E-commerce represents an unprecedented direct-to-customer marketing opportunity. The problem with e-commerce is the large number of players. This article discusses how online focus groups can be used to learn what motivates Internet customers and prospects, including how the technique can help determine how the target audience gathers information on the Web, how they feel about messages companies are sending, some of the benefits and concerns of using this technique, and a few key tips for using online focus groups for e-commerce research.

The Internet sector in Turkey

Published
November 2000
Author
Tim Sevenoaks
Abstract
Many in the western world have misconceptions about Turkey. The recent burgeoning of its Internet sector is evidence that Turkey is not the place you may believe it to be. This article discusses the Internet sector in Turkey, including its advantages and challenges.

Online satisfaction system helps e-commerce firm track customer contact process

Published
October 2000
Author
Rajesh Nakhwa
Abstract
Ariba Inc. uses Web-based survey tools to improve customer retention by collecting real-time feedback, tracking trends, and getting immediate notification of less-than-satisfied customers, information that leads to implementation of department-wide best practices procedures and builds team morale and customer loyalty.

Differences in the evaluation of B2B and B2C Web sites

Published
April 2001
Author
Bill MacElroy
Abstract
As the Internet’s influence on business has grown, many business-to-business (B2B) sites have been attempting to apply “lessons learned” from the business-to-consumer (B2C) e-commerce experience. Several recent studies have indicated that this strategy is only partially successful. This article discusses differences in the evaluations of B2B and B2C Web sites.

Creating loyalty on the Web

Published
February 2001
Author
Robert Passikoff
Abstract
Brands have grown in importance over the decades. This article discusses brands and branding, including defining brand equity, measuring e-brand equity, and an example.