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Marketing Research Articles Related to the Internet and Web Industry

Marketing Research Articles Related to the Internet and Web Industry

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A healthy site

Published
June 2002
Authors
Debra Power, Michael D. Fetters and Mack T. Ruffin
Abstract
The University of Michigan Medical Center conducted focus groups in its development of a Web site about colorectal cancer.

* A marketer's guide to proposed COPPA changes

Published
October 2012
Author
Emily Goon, Quirk's Content Editor
Abstract
Online privacy expert Ray Everett explains the Federal Trade Commission's proposed changes to its Children's Online Privacy Protection Act and offers advice on what marketers trying to reach children online should know and how they can prepare.

* A report on the Confirmit Market Research Software Survey

Published
August 2012
Authors
Tim Macer and Sheila Wilson
Abstract
The annual study of research software users finds curious levels of resistance toward smartphone-using respondents and a growing need for skilled data visualizers.

A strong connection

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.

* A successful research community requires a mix of strategies

Published
April 2012
Author
Manila Austin
Abstract
Communispace’s Manila Austin draws from the firm’s research-on-research studies to offer tips on keeping community respondents engaged.

* A taxonomy of digital advertising

Published
March 2012
Authors
Abigail Dufay and Ratna Tandavan
Abstract
This article presents a framework for defining and understanding the many types of digital ads, with the goal of making it easier to measure their effectiveness.

Ad agency uses Web-based qualitative with teens to help develop public-service campaign

Published
May 2009
Authors
Dana Slaughter and Kristin Schwitzer
Abstract
The authors used online qualitative research to test several facets of a proposed public-service campaign aimed at getting teens to stop using the phrase “That’s so gay.” Respondents created and posted photo-journals, evaluated potential celebrity spokespeople, reacted to ad concepts and offered insights on how to motivate teens without coming across as preachy.

* Ad research and the element of emotional surprise - the tale of Susan Boyle

Published
May 2010
Author
Charles Young
Abstract
The overnight success of Susan Boyle may provide insight into what marketers and advertisers can do to promote emotional engagement with a brand. The author dissects Susan Boyle's television performance to determine the point where her "brand" began.

* All chatter's not good chatter - tips for monitoring negative online media

Published
November 2012
Author
V. Kanchana
Abstract
Awareness of what media, investors, customers and competitors are saying about your brand online is critical in a new media age. Consistent media monitoring gives insight into how your organization, product, service and competition are performing and perceived by the public.

Americans put trust in time-honored brands ... and Google?

Published
March 2010
Author
Quirk's Staff
Abstract
Harris Interactive's 2010 EquiTrend study indicates that consumers most trust brands that have stood the test of time and provided comfort in earlier years. In a poor economic climate, volatile and new brands struggle to keep up with the likes of Hershey's, Heinz and Hallmark.

* An analysis of multichannel marketing campaign performance

Published
July 2011
Author
Molly Elmore
Abstract
The author explores the effects of frequency on commonly applied awareness and intent metrics for various advertising channels.

* An analysis of the past 20 years of client-side research buying

Published
October 2011
Author
Emily Goon, Quirk's Content Editor
Abstract
Two decades’ worth of data from the Quirk’s circulation database is examined to discover what shifts have taken place in the research industry - including the advent of online and the latest economic crisis - and to predict where it might be headed.

An eye on usability

Published
July 2001
Authors
Sandra Marshall, Maritza DiSciullo and Tim Drapeau
Abstract
AT&T used eye-tracking to investigate how two groups of users interacted with its customer service home page.

Applying lessons learned

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.

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.

Broad appeal

Published
January 2005
Author
Adam Froman
Abstract
Reports on the findings of a study of the testing of TV commercials with consumers who have a broadband Internet connection.

* By the Numbers: Are Internet access panels a lemon market?

Published
August 2010
Author
David Haynes
Abstract
The author argues for a way to allow users of access panel research services to pre-judge the quality of their suppliers' products and eliminate the uncertainty that is harming both buyers and vendors.

* Cheap and easy: lead-generation in the digital age

Published
October 2011
Author
Paul Kirch
Abstract
The author discusses how to generate leads via various digital means without breaking the bank.

* Collaborating in the cloud - practical tips for successful virtual teamwork

Published
January 2011
Author
Quirk's Staff
Abstract
Working on a virtual team varies greatly from teams able to work together in the same location. This article offers several practical tips on achieving successful virtual teamwork.

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