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Page 1Prof. Rushen Chahal
UNDERSTANDING
THE INTERNET CONSUMER
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Awareness
Search BehavioryGoal Oriented
yEntertainment/Experience Oriented
Repeat VisityOccasional
yFrequent
Loyalty
Task CompletionyContent/InformationAcquisition
yPurchase
yAbandonment
Use/Consumption Behavior
AMODEL
OF INTERNET
CONSUMER BEHAVIOR
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Page 3Prof. Rushen Chahal
UNDERSTANDING THE
INTERNET CONSUMER
EXTERNAL DATA
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WHATARE THE MAIN
ACTIVITIES OF ONLINE
CONSUMERS?
Communications Dominate!
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Page 5Prof. Rushen Chahal
WHAT IS THE NATURE OF
GLOBAL INTERNET USE?
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ONLINE PURCHASING IS
GROWING
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Page 7Prof. Rushen Chahal
A FEW CATEGORIES
DOMINATE
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REASONS FOR ABANDONING
CARTS
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What is the Natureof
Global Purchasing
on the Internet?
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Page 11Prof. Rushen Chahal
A SOCIAL ISSUE IN VARIOUS
COUNTRIESTHE DIGITAL
DIVIDE
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Conventional Marketing Research
Primary ResearchyQuantitative
oSurvey
oPanel
yQualitative
oFocus Groups
oPersonal Interviews
Secondary ResearchyInternal Customer-Relevant Data
yExternal Data
oIndustry and Customer Research
o Industry Associations and Sites
oNewsletters
oCompetitor Research
Search Engines
Online Data Capture
Internet Usage Data From
Third-Party Suppliers
Transactional Data
oDetailed Purchase History
oCustomer Interactions
Customer/Prospect Database
Online Data Flows
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Page 14Prof. Rushen Chahal
ADVANTAGES OF MOVING
CONVENTIONAL MARKETING RESEARCH TO
THE WEB
Speed
Affordability Flexibility in Questioning Techniques
Data Capture, Analytics, Reporting
Inclusion of Rich Media
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Page 15Prof. Rushen Chahal
ARE THERE ANY
POTENTIAL
DISADVANTAGES?
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Page 16Prof. Rushen Chahal
ONLINE SURVEYS
E-Mail
HTML
Downloadable
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Page 17Prof. Rushen Chahal
ONLINE PANELS
Preselected/Screened Respondents
To Represent a Population Segment
To Represent the General Population
Samples Can be Drawn
Questionnaires Administered
Often Incentives to Respond
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Do Panel Members Become
Professional Respondents?
More/Better/Longitudinal Data
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IS THE QUALITY OF ONLINE
MARKETING RESEARCHACCEPTABLE/EQUIVALENT?
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Page 20Prof. Rushen Chahal
QUALITATIVE DATA
Focus Groups
Chat Technology Enhanced with Visuals
Personal Interviews
Chat, Co-Browsing
Follow-Up Questions Including
Quantitative
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Page 21Prof. Rushen Chahal
SECONDARY DATA
External Data
As Seen in the First Part of the Chapter
Internal
Essentially What Has Been Available All
Along
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Page 22Prof. Rushen Chahal
ONLINE DATA CAPTURE
Third Party Data
Transactional Data
Enterprises Own Transaction Records
Customer Interactions Data
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DIALOG WITH CUSTOMERS
AT eBAY
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Product Development Research
May BeA Particular Beneficiary
Of Online Marketing Research
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Page 25Prof. Rushen Chahal
STRATEGIC SUMMARY Internet Consumer Behavior Needs to be
Understood in its Interactive Context
Much Valuable External Secondary Data
Timely; Much is Free
Only Way to Keep Up with Change
Traditional Marketing Research Moving Quickly
Onto the Web
Transactions and Customer CommunicationsData Build Customer Databases
Creative Use of Interactive Data Collection Will
Drive More Developments Important to
Marketers
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