Outline: This interactive workshop is designed for small
and medium sized enterprises (SMEs) using, or planning to use,
the Internet and the World Wide Web for marketing research.
It will explain the use of both primary and secondary data in
analysing marketing performance. While the workshop focuses
primarily on survey techniques, other research approaches (e.g.
online focus groups) are also discussed. Topics covered include:
- The marketing
organisation's information system
- Marketing intelligence
and the Net
- Approaches
to marketing research
- Marketing research
process
- Issues in traditional
marketing research
- Online marketing
research methods
- Conducting
online marketing research
- Using HTML
forms and data collection
- Ethical and
legal compliance issues
Biography:
Stewart Adam is Associate Professor in Electronic Marketing
at Deakin University, Melbourne, Australia. He is co-author
with Professors Philip Kotler (Northwestern University), Linden
Brown (University of Technology, Sydney), and Gary Armstrong
(University of North Carolina) of the third, fourth and fifth
(2001) editions of Marketing as well as the 2001 edition of
Principles of Marketing. Stewart is lead author with Eugene
E. Clark, Pro Vice-Chancellor and Professor of Law (University
of Canberra), of the 2nd edition (2001) of eMarketing@Internet:Connecting
People and Business. He is also co-author with Colin Baskin
(Griffith University) of Managing on the Internet, now in
its second edition. His other publications are in information
technology, while his research and teaching interests are
in eMarketing - particularly 'small-world' network phenomena
in eMarketing communication.
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