How Internet Technology Benefits Market Research

3372 words - 14 pages

Today's Internet technology and applications development process is replacing many traditional research methods. Some of the most notable changes are taking place in traditionally low-technology areas. One such area is market research, which encompasses many activities that can be improved through the use of new technology. Conducting market research traditionally has been painfully slow and labour intensive, requiring a significant investment by manufacturers. By using the Internet as a research delivery mechanism and data collection tool, manufacturers can expedite the market research process and reduce costs. Innovations offered by the Internet may give device manufacturers greater reason ...view middle of the document...

There are many advantages of using the Internet / e-mail as a research tool. In particular electronic communication sets up a 'democratisation of exchange' that eludes more conventional research methodologies. As Boshier arguesE-mail appears to provide a context for the kind of non-coercive and anti-hierarchical dialogue that Habermas claimed constitutes an 'ideal speech situation', free of internal or external coercion, and characterised by equality of opportunity and reciprocity in roles assumed by participants (Boshier 1990, p. 51)In this way e-mail goes some way to transcending the traditional biases that beset interviewing techniques. As Spender (1995) argues, the concepts of race, gender, age and sexuality do not necessarily apply when communicating electronically. Furthermore, the potential for asynchronous communication that e-mail offers is attractive feature when considering its use as a research tool (Thach 1995). Subjects are not constrained to synchronous communication but can respond when and how they feel comfortable. In short, e-mail's primary advantage is its 'friendliness' to the respondent.Another advantage of using the Internet (email) to collect research data is that certain problems can be controlled more effectively by Internet-based systems than with conventional paper-based survey methods. For example, respondents to Internet-based surveys are allowed to select only from the given responses to each question. Survey participants cannot write in another answer or select more than one answer. Furthermore, respondents are not able to skip ahead (as is possible with a printed survey). Use of an Internet-based format yields surveys that are more complete and eliminates biases that can develop if participants are able to look ahead at question topics.The Internet also provides a foundation for conducting focus groups on-line using a virtual facility that all participants can access from their own personal computers. This can reduce costs because a considerable part of the expense of conducting focus groups is the compensation that must be paid to participants who travel to a particular location for the session. Participants in an on-line focus group are compensated only for the time that they are participating; there is no travel associated with taking part in a focus group on-line.By communicating with participants over the Internet rather than by mail or phone, an international population of participants can participate in research surveys or focus groups. Time differences and slow mail systems pose no impediment to conducting surveys of international populations. This allows manufacturers to research the global market for a new product rather than developing the research foundation needed to roll out a product in one country at a time. Significant amounts of time and money can be saved by using more-efficient research methods that speed new products to market.The rise in use and availability of communication technologies has...

Other Papers Like How Internet Technology Benefits Market Research

Internet Retail : Technology Management Essay

3422 words - 14 pages new information technology that is aligned with their corporate strategies and prevents them from investing on disruptive technology that can cause them to fail. Based on Internet World Stats, the Asia-Pacific region has the most internet users in the world for Q2 year 2012 (see figure 2). The Philippines has more than 33 million Internet users. According to the recent study conducted by market research firm Nielsen, Filipinos are among the

Usage of Internet Essay

2541 words - 11 pages . Some educators claim that ready access to computers and increased use of computers in K-12 education has a beneficial effect on educational outcomes specifically in the area of reading ability. But are classroom computers and access to the Internet in instructing students improving their academic achievement? Research reports and articles on the effectiveness of technology in the student learning environment reflect a variety of

Market Assessment Seminar

978 words - 4 pages Market Assessment EXCEL Business Consulting 1 Market Plan Weakness One of the most critical flaws when you “know all about” your technology, is that often you over look what you don’t know about your business. Market plans based on assumptions and secondary research do not give you enough information about your customers Consumers perceptions may differ from the reality, and are as important to understand. ? 2 Determining Your

Communication Plan

920 words - 4 pages foreign markets that the company plans to operate in. In this case, Germany and France are both very culturally specific making it necessary to consider the environmental opportunities. Although important in the domestic market, it is more crucial in the foreign market due to cultural sensitivity and the lack of market research data. The biggest advantage Kudler will have in France and Germany will be having local distributor feedback on how the

Next Generation Data Storage Technology Market: Global Industry Analysis and Forecast 2015 - 2021

1418 words - 6 pages Next Generation Data Storage Technology Market: Global Industry Analysis and Forecast 2015 - 2021 Persistence Market Research Next Generation Data Storage Technology Market: Global Industry Analysis and Forecast 2015 - 2021 Persistence Market Research 1 Next Generation Data Storage Technology Market: Global Industry Analysis and Forecast 2015 - 2021 Persistence Market Research Released New Market Report on “Next Generation

Wearable Technology

1934 words - 8 pages Internet to these small devices through wireless technology. Developers continue to create web-based applications that will open up the doors for more wearable devices to enjoy the benefits of the wearable market. The advances of technology has made the world of networking wondrous and as time goes on the emergence of devices will continue to grow and IPV6 would have now made its presence fully in the networking realm. References ABI

Bitcoin Exchange Market: Global Industry Analysis and Forecast 2016 - 2024

1307 words - 6 pages -Pacific region. The evolution of LTE technology in the countries including China, India, and Japan will create enhanced infrastructure for internet users. With increasing awareness, the market is expected to observe potential revenue opportunity in this region in the near future. Persistence Market Research 3 Bitcoin Exchange Market: Global Industry Analysis and Forecast 2016 - 2024 In Europe, countries such as U.K, Germany, and

The Internet

4939 words - 20 pages date, there has not been any systematic research study done on the impact of Internet-based technologies on the information and communication functions of grassroots environmental activist organizations. As the environmental justice movement grows up alongside the information technology revolution, a unique opportunity is provided to study and research the interplay between Internet technologies and the information functions of modern social

Impact Of Technology

1514 words - 7 pages their customers with online surveys. The surveys give insight and understanding of how their products are meeting the customer’s needs.  Using the general market to compare a product with competitors will give useful research to update technology.  Any business that stays ahead of the competition will see continual growth and make higher profits.  * A business should also emphasize new partnerships with a technology partner to enhance the


4319 words - 18 pages ] ABSTRACT This study investigates extent of Internet banking services usage behavior of customers’ within the context of National Internet banking services in Penang-Malaysia. A research framework based on the Technology Acceptance Model (TAM) and the modified Perceived e-Service Quality (PeSQ) Model to identify factors that would influence the extent of Internet banking services usage. The framework includes adopters risk profile, perceived

Hertz Case Study

939 words - 4 pages and products offered by a High Tech Restaurant. Our secondary research methodology is to visit restaurants and bars with similar value propositions in São Paulo, and on the internet for companies outside the city. We intend to collect data about the market information for Premium hamburgers in Restaurant Associations websites, such as the location of the restaurant, price range of the products and customer profile. We also want to understand the

Related Essays

Market Research On Potential Of Dth Technology

1086 words - 5 pages is a challenging problem in and of itself. A group, made up of different individuals and multiple relationships among those individuals, is even more complex… In the fact of this overwhelming complexity, Organizational Behavior must be managed. Defining Organizational Behavior • Ultimately the work of organizations gets done through the behavior of people, individually or collectively, on their own or in collaboration with technology. Thus

A Research Proposal: How To Develop A Business Strategy To Expand A Business In An International Market?‏ Read More: Http:...

3238 words - 13 pages flagship Fresh n’ Easy store venture in the United States rapidly turn into a loss making enterprise (Felsted 2011). The point here is that these large, well-resourced businesses have been in the vanguard of market research techniques which employ benchmark digital data capture to measure consumer behaviour – yet they still failed. It may be that, as the statistics obtained by as Guler and Guillen show, (Appendix Three), firms prefer to target what

Technology In Elementary Classroom Essay

1317 words - 6 pages , the Internet has proved quite resourceful to students in information researching. Warren (2010) points out that experts’ advice on use of Internet by students is vital and they should only be allowed Internet research after they have acquainted themselves with library research. Students of today are growing up in a digital world and it has become necessary and beneficial for elementary students to be exposed to technology teaching. On contrary

Mcbride Marketing Paper

1172 words - 5 pages possible for McBride customers. Currently McBride is wanting to expand its customer base and is search of the best marketing ideas and techniques to do so. The following will outline what market research must be done. What elements of the media should be used, and how best to use them. What the target markets should be and how to recognize them. And how the internet can be utilized to farther increase the customer base Market Research One area