Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 2

Discuss the profound impact of the Internet on marketing research. The Internet has vastly simplified the secondary data search process, placing more sources of information in front of researchers than ever before. Internet survey research is surging in popularity. Internet surveys can be created rapidly and reported in real time. They are also relatively inexpensive and can easily be personalized. Often researchers can use the Internet to contact respondents who are difficult to reach by other means. The Internet can also be used to conduct focus groups, analyze consumer-generated media, engage in behavioral targeting, distribute research proposals and reports, and to facilitate collaboration between the client and the research supplier. Clients can access realtime data and analyze the information as the collection process continues.
4.1 Go to www.strategicbusinessinsights.com/vals/presurvey.shtml and take the VALS Survey. Report on how marketing researchers are using this information.
4.2 Divide the class into teams. Each team should go to a different opt-in survey site on the Web and participate in an online survey. A spokesperson for each team should report the results to the class.
4.3 What are various ways to obtain respondents for online surveys?
4.4 Describe the advantages and disadvantages of online surveys.