In any research there are limitations, online research is no different. It is good to know what factors affect the accuracy of our research and to share such information with stakeholders
- [Voiceover] No research is ever 100% accurate.…In any research, there are usually limitations.…Digital marketing research is certainly no exception.…There are many reasons why accuracy can be affected.…Let's just name a few of them.…Cultural differences.…Some cultures are very open…and discuss almost anything on social media.…Other cultures are less open…and do not express themselves very publicly.…This makes it harder to generalize our findings…on the global scale.…
Let's consider regional and regulatory limitations.…Facebook and Google represents the sentiment…of many people around the world,…but in countries like China and Russia,…other solutions are currently in place.…Market share can also vary.…If you're using Google to determine demand,…it is worth nothing that Google's market share…in your country could be different.…For example, in the UK, Google is almost…85% of the market share,…but in the USA, it has about 70%.…
The higher the market share,…the more accurate and representative…the data that we produce.…
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.
- Conducting quantitative and qualitative research
- Understanding the limitations of what you can research online
- Using Google AdWords, Facebook, and Amazon to measure demand
- Using LinkedIn and Google to measure competition
- Seeing marketing research in action
- Using free or premium tools to carry out online research
- Using Alexa, SEMrush, and SimilarWeb for in-depth research
Skill Level Appropriate for all
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.