Online Market Research: Cost Effective Searching of the Internet and Online Databases, 1st edition

  • John F. Lescher

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Market research provides business professionals with the knowledge needed tosell products and services effectively. One of the best and easiest means forobtaining timely information on the latest business and industry trends,competitors, demographics, and product information is through onlinesources.

Online Market Research provides you with a thorough grounding incontemporary market research and online searching. You'll learn what kind ofdata is available online; how to determine what your needs are, developresearch strategies, and formulate a market plan; and how to acquire andsharpen online searching skills.

Most importantly, you'll learn how to conduct efficient and economicalresearch about market information using the vast spectrum of online databasesand archives available today. What's the most cost-effective way to search themajor professional databases--such as DIALOG(tm), Dow Jones News/Retrieval®,and Lexis®-Nexis®. When is it best to use the less robust but lessexpensive databases available on CompuServe®, America Online®,Prodigy®, and Microsoft® Network? When can you use free resources on theInternet and what's the quickest way to search for them? These issues and manyothers are explored in full detail.

Using real-world techniques, Online Market Research will teachyou:

  • where to find data you need online

  • how to use search tools for accessing this data

  • the fastest ways to find specific information

  • the most cost-effective search methods

  • the legal, ethical, and copyright issues involved

  • how to assess data accuracy and compensate for poor quality

  • a methodology for keeping up with the ever-changing online world.


Table of contents

( Each chapter ends with a Summary.)




Save Time and Money: Perform Secondary Market

Research Using Online Sources.

How to Use This Book.

1. Obtaining Marketing Data from Online Sources.

Why Do Marketing Research?

What Is Marketing Research?

Where Can You Find Secondary Marketing Research Data? An Overview.

What Data Is Available?--An Introduction.

For Further Reading.

2. Secondary Marketing Research: What Information Do You Need?

The Marketing Plan.


Market Description and Segmentation.

Market Trends.

Competitor Assessment.

Statistics, Customer Characteristics, and Demographics.


Assessment of Market Risk.

For Further Reading.

3. Where Can You Get Secondary Marketing Research?

Online Databases Can Be the Most Cost-Effective Sources.

Information Specialists.


Market Research Firms.

Interviews, Polls, Focus Groups, or Experts.

Trade Associations and Other Sources.


For Further Reading.

Additional Sources.

4. Online Sources for Secondary Marketing Research.

Professional Sources.

The Internet.

Consumer Sources.

For Further Reading.

5. Search Skills.

Define the Problem.

Understand the Vocabulary of Your Problem.

Determine Appropriate Sources for Your Research.

Understand Simple Search Logic.

Create Your Research Strategy.

Go Online.

Refine the Search.

Collect and Report Results.

For Further Reading.

6. The Professional Services--Characteristics.

What Is a Professional Information Service?

Who Uses Professional Services?

Are Professional Services Expensive?

Search Tools Are Complex and Powerful.

Search Tools for the Future.

For Further Reading.

7. The Professional Services--Descriptions.

Knight-Ridder DIALOG Information Services.

Knight-Ridder DataStar.





I/PLUS Direct.

Dow Jones.

Other Services.

For Further Reading.

8. Using the Professional Services for Secondary Marketing Research.

DIALOG--Creating a Corporate Profile.

LEXIS-NEXIS--Edgar Plus.

A Patent Search.

A Trademark Search.

The Test Case.

For Further Reading.

9. The Internet.

The Hope of the Future.

What Is the Internet?


It's Not Free--But How Much Does It Cost?

The Big Story--The World Wide Web.

Other Internet Tools.

How to Find Things.

For Further Reading.

Internet Business Titles Not Referenced Elsewhere.

10. Internet Sites for Business Research.

Business and the Internet: An Uneasy Peace.

Web Sites.

Search Tools for the Internet.

Ask the Experts.

For Further Reading.

11. Using the World Wide Web and the Internet for Secondary Marketing Research.

Searching the Old Internet--Before the Web.

Browsers--Viewing the Web.

Searching the New Internet--Web Tools.

The Text Case.

12. The Consumer Sources--Characteristics.

An Overview.

The Big Three.

Microsoft and Many Others.

Consumer Sources and the Internet.

13. The Consumer Sources--Descriptions.



America Online.

For Further Reading.

14. Examples from the Consumer Sources.

The Test Case.


America Online.


15. How to Keep Up.

The Problem: An Information Explosion.

Thinking about Solutions.

Alert Services.

Monitoring the Internet.


Information Managers and Databases.

16. Data Quality--The Researcher's Responsibilities.

Spelling and Other Errors.

Collection and Verification Methods.

Original Sources--Identification and Access.



Security and Rumors.

For Further Reading.

17. Document Delivery: Now and the Future.

Getting the Documents.

Full-Text Databases.

Image Databases.

Electronic Delivery.

18. Legal, Ethical, and Intellectual Property.

The Copyright Laws.

Paying Copyright Fees.

The Electronic Copyright.

International Issues.

Database Rules and Restrictions.

Vendor Liability.

For Further Reading.

An Introduction to the Copyright Law.

19. Secondary Marketing Research Using Online Sources Will Only Get Better.

Knowledge Is Power.

Changes Are Everywhere.

The Great Dream: True Natural-Language Searching.

Agents and Knowbots.

For Further Reading.

Index. 0201489295T04062001

Published by Addison-Wesley Professional (October 3rd 1995) - Copyright © 1995