Online Marketing Survey Handbook (Understanding Your Customers Through the Internet)

Author: (USA) Jushua Grossnickle, (USA) Oliver Raskin, translated by Wang Junwei
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 adapt to this environment. Efficient and cost-effective online marketing research technologies and products are gaining widespread attention. The "Online Marketing Research Handbook" will open a door for you to conduct market research using the internet. In this book, two online research experts, Jushua Grossnickle and Oliver Raskin, will share with you the new technologies of online research and demonstrate how to collect critical customer information for your business using the internet. Whether you are an e-commerce operator, a management or marketing professional in a traditional enterprise, or a teacher or student in a university or college, this book will be helpful to you.
About the Authors: Jushua Grossnickle and Oliver Raskin are key members of a web-based market research company—Website Center, Inc.—whose mission is to provide high-quality customer research for its clients. Both are experts in exploring innovative and exciting research methods, primarily used for developing and refining online 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 once collaborated with "HotWired," the online division of "Wired" magazine, to develop a series of new online research methods, conduct a number of published experimental online research projects, and conduct 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.