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1. TRADITIONAL
MARKET RESEARCH AND INTERNET MARKET RESEARCH
The future of marketing research belongs to the Internet,
according to many traditional research companies. The primary
reason to consider conducting marketing research on the Internet
is the high quality of the data and the speed in obtaining and
processing.
1.1 MARKET RESEARCH DEFINITION
Market Research can be described as an activity that involves
the collecting and interpreting of information about peoples'
attitudes and behaviors relating to products and services and
also political and social issues.
Market Research provides the opportunity for interested persons
to learn more about the market in which they operate. It allows
the public to communicate their own ideas and opinions back to
the organisations performing the research.
Traditional Market Research field work is done by Interviewers.
Interviewers are generally part of a Team. They use specifically
designed questionnaires and followed very specific instructions,
which should be strictly adhered to.
Interviewers talk to all types of people about a great variety
of subjects. Today Market Research is done mainly by the
Internet, with online tools and specialized software that saves
time and insures unbiased results.
eMarket Research can be used for collecting almost any kind of
quantitative market research data including:
* Tracking advertising
effectiveness
* Monitoring product and
brand usage
* Market sizing and brand
penetration
* Media and readership
surveys
* Consumer
profiles
* Market feasibility
studies
* Corporate image
studies
* Public opinion polls.
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1.2
INTERVIEWERS WORK DESCRIPTION
Interviewers play
three main roles in traditional Market Research:
The first involves making the initial contact with a potential
respondent. Methods of contact vary from telephone, door to door
and shopping centers. In all forms of contact, making the
potential respondent feel, at the least, at ease and positive
about cooperating in an interview, is important.
The second role is conducting an interview. This requires an
Interviewer to ask questions that are put to everyone in the
survey in exactly the same way - and in a neutral manner that
does not imply any expectation of a "right" or "wrong"
answer.
The third role is to record all the relevant responses (i.e.
what the respondent says and/or does) as accurately as possible.
This means Interviewers act as "tape recorders" when recording
"in-depth" interviews or responses to open-ended questions.
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1.3
MARKET RESEARCH OBJECTIVES
In both Traditional and Online Market Research the main aims are
to provide:
* Quality market
research
* Accurate and reliable
information
* A fast turnaround of
results
* Superior client
service
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1.4 WORLD
POPULATION
It is important to point out that Internet usage and population
data go hand in hand. In order to determine the Internet
Penetration Rate (IPR) for each country and region of the
world we require accurate demographic data. The population
figures are updated regularly and correspond to the best
estimates available for 2005. World population estimates have
been updated on January 2005. Adjustments are made yearly or when
census data becomes available. The population figures are based
on the data contained in the excellent website: gazetteer.de, published by Stefan Helder, where you can also find
detailed demographic information for many towns and cities for
all the countries of the world.
Special note on China: Hong Kong (Xianggang) and
Macao (Aomen) are part of China, but these territories are
reported separately for Internet Usage Statistical purposes.
Therefore the total estimated current population for China of
1,295,480,400 is reduced to 1,288,307,100 in the tables and
charts.
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1.5 SOURCES FOR
INTERNET STATISTICS
The internet usage information displayed comes from various
sources: mainly from data published by InternetWorldStats.com, Nielsen//NetRatings and by the International Telecommunications
Union (ITU).
Additional sources are the local NIC, local ISP, and other
trustworthy and reliable research sources. Nielsen's data
corresponds to the home plus work panel current total digital
media universe estimate. For growth comparison purposes, usage
stats from ITU for the year 2000 are utilized, when available,
as explained above in 1.2.
Nielsen//NetRatings is a global standard for Internet
audience measurement and analysis and is the industry's premier
source for online advertising intelligence. It covers 70 percent
of the world's Internet usage, the Nielsen//NetRatings services
offer syndicated Internet and digital media research reports and
custom-tailored data to help companies gain valuable insight into
their business. For more information, please visit www.nielsen-netratings.com.
The International Telecommunications Union
(ITU) is an international
organization established in 1865, which today is part of
the United Nations. For further details, please
visit www.itu.int.
The usage and population data presented here are best estimates
available, therefore a reasonable margin of error should be
allowed for. See our Disclaimer in 1.9.
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1.6 COUNTRY CODES
The ISO 3166-1 English short country names and codes are used in
the IWS website.
As of 23 July 2003 the ISO 3166-1 country code elements for
Serbia and Montenegro are:
CS (Alpha-2 code)
SCG
(Alpha-3 code)
891
(Numeric-3 code)
The code elements YU and YUG representing Yugoslavia are
obsolete now, and their use in applications of ISO 3166-1 should
be phased out. The deletion of Yugoslavia from ISO 3166-1 also
leads to the exclusion of the name in ISO 3166-3. See the
official ISO country list here.
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1.7 GROSS NATIONAL INCOME (GNI) World Bank Atlas
Method
In calculating Gross
National Income (GNI—formerly referred to as GNP) and GNI
per capita in U.S. dollars for certain operational purposes,
the World Bank uses the Atlas conversion factor. The
purpose of the Atlas conversion factor
is to reduce the impact of
exchange rate fluctuations in the cross-country comparison of
national incomes.
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1.8
REPRODUCTION OF THE INFORMATION
Data from this web site may be cited freely, giving due credit
to the original data sources and establishing a link back
to AllAboutMarketResearch.com
. A notice of publication will
be greatly appreciated, and might be rewarded with a link
from AAMR
back to your website.
For citing information sources, we recommend following
the Duke University Guidelines
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1.9 DISCLAIMER
Most if the data in this site comes from independent sources
found displayed freely in the wide world web. All the information
has been consolidated by AAMR,
giving due credit to the corresponding original sources when
known and establishing a link back if possible. AAMR supplies and displays the data and
statistics in good faith but does not guarantee its accuracy,
suitability or provenience.
In the event that any owner of the information cited or the
sources opposes the publication of specific data, please let us
know by advising our webmaster. We will promptly remove said data
from our web site.
Hypertext Links
This site contains links to sites operated by third parties over
which we have no control. AAMR makes no representations whatsoever about any other Web
site that you may access through this one. Links imply neither
that AAMR
is affiliated with or
otherwise endorses any third parties nor that it is legally
authorized to use any trademark, trade name, logo, or copyright
symbol displayed in or accessible through the links, or that any
linked site is authorized to use any trademark, trade name, logo,
or copyright symbol of AAMR.
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