Market Research for EC (cont.)
- Online Market Research
- Tracking customer movements on the Internet (cookies, providing demographic data from client/ server logs)
- Use of data mining tools (prediction of trends, discovery of purchasing pattern)
- Issues to address
- Customers may refuse to anwser certain questions
- Risk losing people due to technical problems (slow line, low internet literacy)
- Online research not suitable to every product (not enough of target group or market to reach)