Using Online Focus Groups For E-Commerce Research
- Topics:
- Internet Market Research
- Tags:
- E-business,
- E-business/E-Commerce,
- Focus Group,
- Internet,
- Marketing,
- Marketing Research,
- Quirks Marketing Research Review,
- Web Technology
- Source:
- Quirks Marketing Research Review
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Overview: E-commerce represents an unprecedented direct-to-customer marketing opportunity. Customers and prospects are all neatly segmented by their special interests, and all of this is done at a tremendous cost savings. Today’s e-commerce marketers must identify clever ways to lure Internet surfers to their web sites, and then motivate them to fully participate in the interactive opportunities they have carefully created. On-line focus groups represent an opportunity to go much deeper than on-line surveys or e-mail. One of the benefits of using on-line focus groups for e-commerce research is that you can show respondents material in the same way that they would actually see it over the Internet. Many researchers see unique advantages to on-line focus groups over other more traditional methods of qualitative research. Researchers also voiced a number of concerns with on-line focus groups. On-line focus groups can be an effective way to learn in-depth what customers want from e-commerce efforts. With them you can obtain quality feedback on Web sites, and can follow-up on traditional methods of gathering e-commerce feedback.
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Format: HTML | Date: Jun 2000 | Pages: 1
