Online Marketing Survey Handbook: Use the Internet to Understand Your Customers

Author: Jochen Grossникель
Publisher:
Publish Date: 2004-01-01
Features: With the rapid development of the internet and increasing business competition, traditional marketing research methods can no longer keep up with the environment. Efficient and cost-effective online marketing research technologies and products are gaining widespread attention. The "Online Marketing Research Handbook" will open the door for you to conduct market research using the internet. In this book, two online research experts, Jochen Grossnikkel and Oliver Rasquin, will share with you the new technologies of online research, showing you how to collect crucial customer information for your business using the internet. Whether you are an e-commerce operator, a manager or marketer in a traditional enterprise, or a student or teacher in a relevant field at a university or college, this book will be helpful to you.
About the Authors: Jochen Grossnikkel and Oliver Rasquin are key members of a web-based market research company, WebCenter, whose mission is to provide high-quality customer research for its clients. They are both experts in exploring new and exciting research methods, primarily used for developing and refining web products, conducting effective marketing campaigns, and increasing sales for e-commerce websites. Their clients include CNET News, Sina, Egroup, LexisNexis, ZDNet, as well as a large number of emerging and mid-sized companies. They have jointly developed a series of new online research methods with "HotWired," the online division of "Wired" magazine, conducted a number of published experimental online research projects, and conducted product development research for search services—Inktomi/HotBot. Before co-founding the interactive products division of Milwood Brown International under the name "HotWired," they conducted over 50 online research studies. They also conducted the widely reported "Internet Advertising Bureau Effectiveness Study" and collaborated with major companies such as IBM, NBC, DoubleClick, Microsoft, Levi's, and General Motors.