Join Adriaan Brits for an in-depth discussion in this video Conducting ethical research, part of Online Marketing Foundations: Digital Marketing Research.
- [Voiceover] Another important consideration before proceeding with online research is ethics. Ethical considerations require that we operate above board. It's perfectly acceptable to use transparent online research tools to gather market data about consumers and competitors. However there are several things that would not be considered to be ethical. For example, hacking a competitor's website or gaining unlawful access to their internal data is not ethical.
Interviewing competitors employees under false pretenses in order to gather data is not ethical. Creating and publishing journalizations based on qualitative opinions of unconfirmed or unidentified bloggers would not be ethical. Or accessing data which is not publicly available is certainly not ethical. So always keep these things in mind when carrying out market research. In fact, here is something to think about before we proceed. Would you be happy if your competitor used the same research strategy as you, or would you feel that your privacy has been violated? And if we can answer this question, we're well on our way to doing our research in a more ethical fashion.
Adriaan Brits consults with organizations all over the world at improving their market research practices. Here, he shares his knowledge with you. Using data from big (and free) online ecosystems such as Google, Facebook, and LinkedIn, Adriaan shows how you can measure consumer demand, trends, market competitiveness, and direct competition. He also introduces some premium toolsets used by professional marketers. By the end of the course, you'll have the skills to conduct your own independent research and investigate your customers and competitors online.
- Explain how to conduct ethical research.
- Identify the benefits of digital research.
- Use Google AdWords to measure demand.
- Leverage LinkedIn to measure the competition.
- Distinguish tools from Google, Amazon, LinkedIn, and Facebook.
Skill Level Intermediate
Q. This course was updated in 12/2017. What topics were updated?
A. The following topics were part of the update: professional research tools, SEMrush, and SimilarWeb.