The Handbook of Online Marketing Research: Knowing Your Customer Using the Net

by Oliver Raskin and Joshua Grossnickle

Examines the techniques and trends used to conduct online research, including how to leverage existing sources, online chat-based sessions, email feedback, online focus groups, and more. This book... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0071361146
• ISBN13: 9780071361149
• Release Date: September 2000
• Publisher: McGraw-Hill Companies
• Length: 433 Pages
• Weight: 1.84 lbs.
• Dimensions: 1.5" x 6.3" x 9.3"

Customer Reviews

the online marketer's bible

If you are a marketing professional, you most likely leverage the power of the Internet in some form for research. This book brings forth the broad tactics (from segmentation to targeting) in a digestible format. If you haven't used the power of the Internet to drive your company's research strategy -- you're missing the boat. Make sure to pick up a copy of this book to jump start your learning process.

Top resource for reaching and responding to your customers

This book is packed with good information. I saw the review in Wired,and couldn't agree more. I've been using the resources identified inthe book and on the companion website. My company did a littleresearch with some free web survey technology, which wasn't veryuseful. Not only does this book explain why (in a way I canunderstand and explain to my managers) but it also explains how to doit right. Lots of good examples thrown in as well. We're gearing upto run some surveys, and so far, all is well. ... -- I suppose thisbook isn't for statisticians, but then, the authors say that up front.All in all, this is one of the better "how to" books I'veseen for the web.

Finally!

Finally, someone has come out with the bible for how to do intelligent, well researched marketing and customer analysis online. Having worked for several online ventures, I only wish that their marketing department had had the benefit of reading this text. Grossnickle and Raskin provide examples based on real-world experience, and insight as to how to effectively conduct research and get useful data from that research. Each chapter carefully examines how to approach the various ways of conducting online market research, and how to get the most from that data, in a very clear, very precise manner.This book should be required reading for any company trying to figure out who their audience is and understanding the space that they are in.

Good for beginners, great for the pros

This book is an essential tool, not for anyone who wants to conduct web surveys, but for anyone who wants to conduct them well. Grossnickle and Raskin impart hard earned knowledge in a manner easy for a layman to understand. Call it simplistic if you will, but these 2 have been in the web from the start (read their bio). This book helped me to answer questions I didn't even know I needed to ask.

Informative, Readable and Very Useful

I found this book to be very helpful in understanding a number of methodologies for devloping online products, and written in an accessible manner. In addition, the book provides the reader with the abilty to conduct their own online research. I also checked out the companion website to the book, provided by the authors, which I found very useful. It gives online access to updated research resources described in the book.