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Research
INTERNET RESEARCH
Internet research is a technique for gathering of marketing information by polling respondents in Internet.
The method is one of quantitative researches instruments helping to assess a certain target group: data gathered during research are statistically analyzed and processed.
Respondents of such research are Internet users. This group represents primarily urban population.
Internet research helps in achieving the following objectives:
- Brand Health assessment
- Quantitative consumers’ use & attitudes assessment
- New products and advertisements testing
- Assessment of psychographic characteristics of a target group, identification of consumers’ lifestyle
- Assessment of characteristics and consumer’s preferences of Web site audience
- Consumers’ satisfaction assessment.
The advantage of the method consists in time and money saving. A respondent fills in a questionnaire in a comfortable atmosphere and when it is convenient for him/her. Such an approach provides for a weighted and adequate estimate. Use of various types of questions and materials visualization ensure identification of consumers’ preferences and testing of promoted products and product concepts.
A material weakness of the method limiting widespread of Internet research at the territory of Eastern Europe lies in an impossibility to fully represent Internet sample collection to all the citizens: Internet penetration rate is so low that up to now its users comprise a specific group differing in its structure from the rest of the population.
Respondents in an Internet research are
- online panel representatives: Internet users recruited by EMAS Research representatives
- visitors of some Web sites: such a sampling frame is adequate when analyzing the audience of such sites, their consumer and information preference
- experts in a certain area, opinion leaders: specialists in various areas having access to Internet
- companies’ clients.
An Internet poll may be conducted
- by sending questionnaire to recruited respondents via e-mail
- by linking to a special page where the questionnaire is placed
- at a certain Web sites with participation of its visitors.
The number of respondents, their distribution according to regions, population centres is determined according to the purposive sampling principles, i.e. a sampling frame for a certain target group (clients, Internet audience, groups according to age, income, etc.).
Why EMAS Research is better for Internet research
- Using new data accumulation methods, we apply only tested techniques for statement of questions and indicator generation
- Sampling structure may be adjusted in accordance with the target group in which the Customer is interested.
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