Second, the same product station tracking method. There is a lot of market and commodity information on the Internet every day. In network marketing, we should collect more information from such websites, and take timely follow-up measures to effectively capture the information of websites, that is, track some websites that provide information regularly, and collect and record valuable information in time.
Third, enrich the mailing list. Enterprises can use the mailing list services provided by some websites to collect information and send some valuable information to users free of charge in the form of news mail and electronic publications. Usually, they can join the mailing list by simply registering, and it is also an effective way to collect data by regularly processing the received mailing list information.
Fourth, online questionnaire. The corporate website itself is an effective online survey tool. However, the online survey function of the website is often ignored by many enterprises, which wastes the opportunity to obtain useful information directly from customers. Setting a questionnaire on the website, which visitors fill in and submit to the website server, is the most basic form of online survey, which is widely used in various survey activities, and is actually an extension of the questionnaire survey method on the Internet.
Network market research generally includes the following steps:
(A) clear questions and determine the research objectives, clear questions and determine the research objectives for the use of online search means is particularly important. Internet is an endless stream of information. When you start searching, you may not be able to find the important data you need accurately, but you will certainly find some other valuable or interesting information on the way. This seems to verify the law of internet information search: you can always find things you don't need online. As a result, you paid the price of time and surfing the internet. Therefore, when you start online search, you should have a clear goal in your mind and attach importance to it. Some goals that can be set are:
1. Who might want to use your product or service online?
2. Who is the most likely customer to buy the products or services you provide?
3. Who are online in your industry? What are they doing?
4. What's your customer's impression of your competitors?
5. What laws and regulations may be bound by in the daily operation of the company? How to avoid it?
(2) Making a survey plan The second step of online market survey is to make the most effective information search plan. Specifically, it is necessary to determine the information source, investigation methods, investigation means, sampling scheme and contact information.
The following is a description of related issues:
1. Source: Determine whether the collected data is second-hand data or first-hand data (original data). This will be described in detail in this section.
2. Survey method: Online market survey can adopt thematic discussion, questionnaire survey and experiment.
(1) Thematic discussion is conducted in the form of newsgroups, mailing list discussion groups and online forums (also known as BBS and bulletin board system).
(2) The questionnaire can be distributed by email (active attack) and published on the website (passive).
(3) The experimental rule is to select several comparable test groups, give them different experimental schemes, control external variables, and check whether the observed differences are statistically significant. This method is consistent with the principles adopted by traditional market research, but it is different in means and content. For example, in June 2000, Lala. com, CCTV Information Department and other news media organizations jointly launched the "First Online Shopping Test in China" and found that there were obvious regional differences in distribution and other links.
3. Means of investigation:
The characteristics of online questionnaire (1) are simple to make, quick to distribute and convenient to recycle. But we should pay attention to the design level of the questionnaire.
(2) Interactive computer-assisted telephone interview
In the whole process of market research, network marketing believes that because collecting market information is the biggest workload and takes the longest time, enterprises not only provide a good way to obtain first-hand information through the network, but also increase the channels to obtain second-hand information. In the stage of collecting market information, the advantages of Internet in market research are more obvious. Then, in the enterprise network market research, some research methods are often used, such as frequent network search, the same product station tracking method, rich mailing list, online questionnaire survey and so on.