1 online search method
The tool used in online search is a search engine. Online search is usually used as a means to collect second-hand information, but a large number of first-hand information can also be obtained by using the powerful search function of search engines. For example, in the traditional market survey, the ways to collect the information of major competitors in a certain industry include attending trade fairs, asking for information from manufacturers, collecting relevant news, advertisements, financial reports and recruitment information in newspapers and periodicals, inquiring about information in trade association publications, or statistical reports of competent departments, etc. , including both primary and secondary information. Now, a lot of first-hand information can be done through online search. Only when an enterprise establishes its own website and registers in a search engine can it find its own website, and then directly visit the website of the target enterprise to inquire about relevant information. News reports about the enterprise can usually be found directly online.
2 website tracking method
A lot of market information appears on the Internet every day. No matter how powerful the search engine is, it is impossible to retrieve all the information, and a lot of valuable information can not be retrieved casually. The information of some websites is only open to members, and the database of some search engines is slowly updated, which weakens the timeliness of information. In order to collect daily data for market research, it is necessary to track some websites that provide information regularly and collect records of valuable information in time.
3 Join the mailing list
If you think it takes too much time to track a large number of websites every day, you can also use the mailing list service provided by some websites to collect information, which is actually a form of website tracking. In order to maintain the relationship with users, many websites often send some valuable information to users in the form of news mail and e-mail. Usually, they just need to register to join the mailing list. Valuable mailing lists, such as market supply and demand information preliminarily compiled by major e-commerce websites, various investigation reports, etc. It is also an effective data collection method to process the received mailing list information regularly.
4 online questionnaire
Using online report questionnaire to obtain information is the most common online research method and the key research content of online research. Set up a questionnaire on the website, visitors can answer questions online and submit them to the website server, just like the online voting system mentioned at the beginning of this chapter, and the results of the survey can be seen from the server. Network survey is widely used in various post-survey activities, which is actually the embodiment of traditional questionnaire survey on the Internet. The simplest questionnaire may have several questions to answer or several answers to choose from. A complex online survey may have dozens or even more questions.
Email survey
E-mail survey is another form of online survey, which is the same as the mail survey form in traditional survey. The designed questionnaire is sent directly to the respondents' mailbox, or a URL linking to the online questionnaire page is given in the email body. In this way, the composition of users can be selected to a certain extent, and the online time of respondents can be saved. If the respondents are properly selected and the questionnaire design is reasonable, a relatively high questionnaire recovery rate can often be obtained. However, the premise of adopting email survey method is that the respondents' email addresses have been obtained and they are expected to be interested in the survey content, so enterprises without user resources will not be able to adopt this method, which also shows the importance of internal mailing list to enterprise network marketing strategy.
6. Sampling survey of website visitors
Using some website tracking software, some visitors can be investigated according to certain sampling principles, which is similar to the traditional interception survey. For example, at some time in a certain day or several days, set up a pop-up window on the homepage of the website, which contains the design content of the questionnaire, or place an online questionnaire in a prominent position on the homepage of the website, asking visitors to participate in the survey. In addition, tourists who meet certain conditions can also be investigated. These conditions can be set according to your own requirements, such as which IP address you come from, or the number of visits a day.
7 fixed sample survey
Just like the traditional continuous survey method of fixed samples, according to the requirements of survey purpose, users of fixed samples are selected through reasonable sampling technology. Of course, these users must be users who can surf the Internet frequently. Conduct necessary training for users with fixed samples, explain the purpose of investigation, and put forward certain requirements. All kinds of users record the contents that need to be investigated as required and submit them to the person in charge of market research projects on a regular basis. The data submission form can be submitted online through the website or sent by email. The fixed sample survey can ensure the number of samples and the quality of the returned questionnaires, but it will cost a lot to maintain a large number of users with fixed samples for a long time, which may not be suitable for temporary or one-off market research projects, but it is necessary for professional market research departments or research companies. Some internationally renowned research companies have their own fixed samples.