This type of measurement will use the traditional techniques of survey-based market-
ing research, which seek to collect primary data by gathering descriptive information
about people’s attitudes, preferences or buying behaviour.
The techniques that are appropriate for conducting this type of research will need to
target a sample of people who actively use the web site. The best place to find these cus-
tomers is on the web site! As a result, online focus groups and questionnaires
administered online are becoming more common. The use of Internet-based market
research is relatively new, so there is little research on what works, and what does not.
However, some general comments can be made for the different survey types.Questionnaires
Malhotra (1999) suggests that Internet surveys using questionnaires will increase in pop-
ularity since the cost is generally lower, they can be less intrusive, and they have the
ability to target specific populations. Questionnaires often take the form of pop surveys.
The key issues are:PERFORMANCE MANAGEMENT FOR INTERNET MARKETINGTable 9.3A comparison of different online metrics collection methods
Technique Strengths Weaknesses
1 Server-based log file analysis of Directly records customer Not based around marketing
site activity behaviour on site plus where they outcomes such as leads or sales
were referred from Size, even summaries may be over
Low cost 50 pages long
Doesn’t directly record channel
satisfaction
Undercounting and overcounting
Misleading unless interpreted
carefully
2 Browser-based site activity data Greater accuracy than server-based Relatively expensive method
analysis Similar weaknesses to server-based
Counts all users, cf. panel approach technique apart from accuracy
Limited demographic information
3 Panel activity and demographic Provides competitor comparisons Depends on extrapolation from
data Gives demographic profiling limited sample that may not be
Avoids undercounting and representative
overcounting
4 Outcome data, e.g. enquiries, Records marketing outcomes Difficulty of integrating data with
customer service e-mails other methods of data collection
when collected manually or in other
information systems
5 Online questionnaires. Customers Can record customer satisfaction Difficulty of recruiting respondents
are prompted randomly – every nth and profiles who complete accurately
customer or after customer activity Relatively cheap to create and Sample bias – tend to be advocates
or by e-mail analyse or disgruntled customers who
complete
6 Online focus groups. Synchronous Relatively cheap to create Difficult to moderate and coordinate
recording No visual cues, as from offline focus
groups
7 Mystery shoppers. Example is Structured tests give detailed Relatively expensive
customers are recruited to evaluate feedback Sample must be representative
the site, e.g. Also tests integration with other
http://www.emysteryshopper.com channels such as e-mail and phone