Teaching the Online Marketing Research Course for MBA Students

2021 ◽  
pp. 027347532110014
Author(s):  
Mark Peterson
Keyword(s):  
Online Education ◽  
Business Students ◽  
Marketing Research ◽  
Online Marketing ◽  
Online Environment ◽  
Theoretical Frameworks ◽  
Threaded Discussions ◽  
Mba Students ◽  
Learning At Work ◽  
Online Marketing Research

Learning in an online environment shares many aspects with the learning required in marketing research projects conducted by research agencies with client firms. However, learning-management-system platforms now provide powerful ways to enrich learning in the online environment through threaded discussions, access to video clips and lively interaction between students and instructors. In such ways, an asynchronous online marketing research course can allow the type of rich experience and reflection that are the hallmarks of valuable experiential-learning. The purpose of this article is to discuss the benefits and challenges of teaching a key course in the education of business students—the marketing research course—in an online environment. This article integrates theoretical frameworks of online education and discusses timely issues for those teaching an online marketing-research course to MBA students, such as the importance of imparting the scientific method, the role of the teacher as a facilitator, content for the course, and thoughts about future marketing research courses. Because most online MBA students are currently working in business, they have an opportunity for applying their learning at work in a very valuable way. Such opportunity can bring an energy and excitement for learning not matched in other contexts for the MBA.

A Study of Online Co-Creation Strategies of Starbucks Using Netnography

2014 ◽  
Vol 4 (1) ◽  
pp. 39-51 ◽  
Author(s):  
Preetika Sindhwani ◽  
Vandana Ahuja
Keyword(s):  
Online Community ◽  
Marketing Research ◽  
Virtual Space ◽  
Online Marketing ◽  
Consumer Participation ◽  
Exploratory Research ◽  
Value Network ◽  
The Social ◽  
Online Marketing Research ◽  
Inbound Marketing

Inbound marketing focuses on producing relevant, audience captivating, high quality content that attracts consumers towards the online presence of a specific organization, brand or product. This study has been conducted using the online marketing research technique called netnography – a qualitative and interpretive methodology for the study of users in the virtual space. As the virtual medium presents a good medium for organization-consumer, bi-directional dialogue, companies can use the online arena for soliciting consumer views for their products, promotion mechanisms etc., hence, making these ideal tools to enable consumer participation in the co-creation strategies of organizations. Co-creation involves the consumers' participation in the creation of the core offering itself. It can occur through shared inventiveness, co-design or shared production of related goods, and can occur with customers and any other partners in the value network (R. Bolton, & S. Saxena-Iyer, 2009). Co-creation occurs when the customer participates through spontaneous, discretionary behaviors that uniquely customize the service experience (beyond the selection of pre-determined options). This was done by exploratory research on consumers' behavior in the online community “My Starbucks Idea”, with respect to updates and responses from Starbucks and their behavior with respect to feedback and suggestions from consumers. Ideas include fresh ideas given by other consumers to Starbucks through posts and the ideas which have been implemented recently in the stores that are updated by Starbucks' employees. Starbucks behavior was seen in terms of the ratio of volume of suggestion posts by consumers and volume of ideas adopted by Starbucks. “My Starbucks Idea” involves the psychological aspects of consumer behavior which are utilized by Starbucks because the ratio of volume of suggestion posts by consumers and the volume of ideas adopted by Starbucks is remarkably high. Another reason of participation of the consumers is the social connection; it is supported by the higher volume of posts observed.

Online marketing research

2004 ◽  
Vol 48 (5.6) ◽  
pp. 671-677 ◽  
Author(s):  
A. Agrawal ◽  
J. Basak ◽  
V. Jain ◽  
R. Kothari ◽  
M. Kumar ◽  
...  
Keyword(s):  
Marketing Research ◽  
Online Marketing ◽  
Online Marketing Research

The Impact of Two-Stage Highly Interesting Questions on Completion Rates and Data Quality in Online Marketing Research

2012 ◽  
Vol 54 (2) ◽  
pp. 241-260 ◽  
Author(s):  
Jared M. Hansen ◽  
Scott M. Smith
Keyword(s):  
Data Quality ◽  
Response Bias ◽  
Marketing Research ◽  
Online Marketing ◽  
Completion Rates ◽  
Sample Representativeness ◽  
Online Marketing Research ◽  
The Impact ◽  
Early Late ◽  
Late Wave

Increasing both survey completion rates and data quality remains an important topic for fields as diverse as sociology, marketing, medicine and history. Thousands of studies have made response quality their central topic of examination, but their focus has largely been to measure response bias through the comparison of early–late wave responses. In this study, an innovative online field experiment tests a two-staged highly interesting question to produce an 8% better survey completion rate and to change sample representativeness by 12% over a usual one-stage highly interesting question appearing at the beginning of the questionnaire. In addition to these substantive findings, a distributional and probability analysis is developed that further refines methods for identifying the extent of non-response bias.

scholarly journals Online Marketing Research - Roles in Generating Customer Insights

2021 ◽  
Vol 16 (1) ◽  
pp. 147-161
Author(s):  
Chandra Mandal Pratap
Keyword(s):  
Data Collection ◽  
Marketing Research ◽  
Online Marketing ◽  
The Internet ◽  
Target Market ◽  
Research Strategies ◽  
Data Collection Methods ◽  
Online Marketing Research ◽  
Collection Methods

Abstract Companies cannot take decisions without the availability of proper information. So, marketers need to have the latest information about the target market. Marketers achieve this by collecting information based on traditional data collection methods and online marketing research. The study discusses the various aspects of conducting online marketing research, role of the internet in online marketing research, strategies followed by companies for online marketing research, the ways in which companies communicate and act on the information generated from the research, and the advantages and the disadvantages of conducting online marketing research. The study suggests that companies should conduct online marketing research not only to collect information about customers but also to utilize the insights generated to formulate better strategies and to develop better relationships with customers.

Effectiveness of Online Marketing Tools: A Case Study

Paradigm ◽  
2021 ◽  
pp. 097189072110037
Author(s):  
Hanuman Sharma
Keyword(s):  
Word Of Mouth ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Online Chat ◽  
Internet Users ◽  
Enormous Amount ◽  
Online Marketing Research ◽  
Tools And Techniques

Offline marketing strategies are widely used; however, they are facing tough challenges from online marketing which has limitless options and proffers enormous amount of possibilities. With voluminous growth of Internet users and growing trend of online marketing, it seems indispensable to run a business without online presence. This is due to the fact that ‘consuming in shops’ is changing to ‘online consuming’. Companies are using different online marketing strategies to attract prospective buyers. Different tools and techniques are used to influence the purchasing decision of consumers. This case study on online marketing, research through survey and analysis of data received from respondents is still in its embryonic stage, and it is conducted to find the effectiveness of tools and techniques—online chat assistance, email advertisement, and word of mouth—causing opinion/decision change of prospective buyers. Marketers have to retain old loyal customers and evolve strategies to attract new prospective buyers.

Business-to-Consumers eCommerce

E-Marketing ◽  
2012 ◽  
pp. 1051-1067
Author(s):  
Fahri Karakaya
Keyword(s):  
Web Sites ◽  
Small Businesses ◽  
Marketing Research ◽  
Online Marketing ◽  
Online Sales ◽  
The Usa ◽  
Online Business ◽  
Use Of The Internet ◽  
Online Marketing Research ◽  
Effective Use

This chapter focuses on the effective use of the Internet for marketing products and services. The chapter starts by presenting statistics about Internet usage and online sales in the USA and around the world. It then examines the evolution of web sites from a static format to an interactive format with the start of Web 2.0. As a plus to small businesses, the chapter also briefly outlines the steps involved in starting an online business and the advantages and disadvantages of having one. Special emphasis is placed on developing an eMarketing strategy, drawing on the marketing mix, online marketing research, and search engine optimization, as well as social media marketing. The chapter ends by showcasing Amazon.com’s marketing tools as excellent examples of effective eBusiness.

scholarly journals Shifts in Privacy Concerns

2012 ◽  
Vol 102 (3) ◽  
pp. 349-353 ◽  
Author(s):  
Avi Goldfarb ◽  
Catherine Tucker
Keyword(s):  
Marketing Research ◽  
Online Marketing ◽  
Customer Data ◽  
Privacy Concerns ◽  
Consumer Privacy ◽  
Research Survey ◽  
Trends Over Time ◽  
The Difference ◽  
Online Marketing Research ◽  
Over Time

This paper explores how digitization and the associated use of customer data have affected the evolution of consumer privacy concerns. We measure privacy concerns by reluctance to disclose income in an online marketing research survey. Using over three million responses over eight years, our data show: (1) Refusals to reveal information have risen over time, (2) Older people are less likely to reveal information, and (3) The difference between older and younger people has increased over time. Our results suggest that the trends over time are partly due to broadening perceptions of the contexts in which privacy is relevant.

scholarly journals The Drawbacks of the Digital Transition of Marketing Research: Implications for Decision Makers and the Industry

2021 ◽  
Vol 13 (3) ◽  
pp. 9
Author(s):  
Alessandro Gandolfo
Keyword(s):  
Low Cost ◽  
Marketing Research ◽  
Field Research ◽  
Online Marketing ◽  
Working Environment ◽  
Main Research ◽  
Trade Offs ◽  
Traditional Research ◽  
Online Marketing Research ◽  
Digital Research

The primary aim of this paper is to draw practitioners’ attention to lesser-known risks of digital marketing research: while it enables quick and low-cost results, quality and reliability are not guaranteed. The paper also surfaces broader consequences of transitioning from traditional research, based on offline investigations and face-to-face interviews carried out by professionals, to digital research. The paper presents the results of a survey on a cohort of 200 freelance interviewers working for Italy’s main research institutions, conducted through a self-administered questionnaire. Recently online marketing research, especially through panels, has gained meaningful traction. As demand for traditional marketing research contracts, professional interviewers are experiencing a material drop in requests for their in-field services and a worsening working environment. In return, this affects the quality of on field research they can provide. This is the first study, to the best of the author’s knowledge, where issues and limitations of digital research are studied from the perspective of professional interviewers. This study enables managers and organisations that commission marketing research to make more informed decisions when facing the trade-offs between traditional and digital methods. Furthermore, it provides a view on how such choices may impact the future of professional interviewers and their services.  

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