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Marketing Research Articles Related to Web Site Evaluation

Marketing Research Articles Related to Web Site Evaluation

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An overview of Web site assessment techniques

Published
January 2006
Author
Tema Frank
Abstract
A look at the drawbacks and advantages of several methods of testing Web sites, from focus groups (online and offline) to lab-based usability testing and unsolicited customer feedback.

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.

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.

Eye-tracking helps fine-tune AT&T's customer service site

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.

How online observational techniques help qualitative researchers keep pace with the speed of consumers

Published
February 2010
Author
Matt Schroder
Abstract
Honda (UK) used Web-based usability and ethnography techniques to fine-tune the interface of its Web site’s used-car-buying section, allowing it to make a number of adjustments and better understand car seekers’ preferences.

In Case You Missed It... July 2014

Published
July 2014
Author
Quirk's Staff

In defense of digital: eliminating concerns surrounding digital research

Published
August 2011
Author
Kimberly Struyk
Abstract
Making the decision between traditional and digital research can be difficult and many are skeptical of the benefits digital methodology offers. The author explains the differences; discusses three common concerns surrounding digital research adoption; and sites supporting case study examples.

Insurance company combines methods for Web site usability research

Published
July 2004
Authors
Nancy Bristow and Kenneth Yang
Abstract
Using an insurance company that was researching adding a feature to its Web site as an example, the article shows how site usability research can have both a qualitative and a quantitative component.

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.

It's the user satisfaction, stupid

Published
January 2004
Author
Sarah Hiner
Abstract
Though corporate Web sites are not products in the literal sense, they serve as powerful brand image communicators. While companies conduct large amounts of research on their actual products and services, many err by failing to seek user input when developing or refining their Web sites - which can lead to alienated or frustrated users. The author provides a brief overview of the steps companies should take to gauge their site’s usability.

KidsCom enlists its audience’s help in shaping site avatars

Published
February 2004
Author
Sally Schmidt
Abstract
The KidsCom.com edutainment Web site used online research with a panel of kids to help refine a series of characters who inhabit the site. The characters’ personalities and traits were examined and rated.

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.

Mixing old and new qualitative methods

Published
May 2012
Authors
Curtis Kaisner and Karen Lindley
Abstract
The same technologies that are changing our lives as consumers are also changing our abilities as researchers. Here’s a look at how traditional and tech-based qualitative tools can be successfully married.

Product ratings and consumer reviews make e-tail sites stand out from competitors

Published
July 2007
Author
Marshall Harrison
Abstract
A study of Web sites from firms such as Best Buy, Circuit City and Wal-Mart showed the importance and impact on the e-commerce process of including consumer ratings and reviews.

Reporting Web site usability results

Published
July 2004
Authors
Mike Elledge and Nancy Levy
Abstract
A guide to the collection and presentation of Web site usability research findings. A particular focus is placed on the process of organizing the results.

Research for Mexican e-com site shows impact of cultural factors

Published
July 2001
Author
J.P. Theberge
Abstract
DeCompras.com used qualitative research with Hispanic consumers in the United States to help with Web site development and improve sales.

Research provides insights to guide Web design

Published
July 2001
Author
Scott Young
Abstract
The popularity of the Internet has led to an explosion in Web sites. This article discusses Web design, including content, design, opportunity, usability and understanding the user.

Shopper marketing in 2020

Published
July 2014
Author
Sarah Gleason
Abstract
Sarah Gleason looks at the evolving nature of the shopper marketing function and outlines a future filled with challenges and opportunities.

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.

Thoughts on testing Web site usability

Published
July 2002
Authors
Steve Ellis and Pamela Ellis
Abstract
A Web site is useless if it doesn’t meet users’ needs or expectations. This article discusses Web usability, including subtleties, the myth of the non tech-savvy user and fewer clicks not always being better.