A primer for the use of internet marketing research tools: the value of usability studies
A primer for the use of internet marketing research tools: the value of usability studies
Website strategy has evolved from a simple web presence to ensuring consumer purchases. These trends make it imperative for marketing researchers to understand the online consumer experience in terms of both the quantity and the quality of website visits. This paper reviews several commonly used online marketing research techniques, suggesting that many inadequately measure the quality of a user's website experience. More recently developed methods found within the marketing literature that rectify the shortcomings in online marketing research are identified, and usability studies are singled out as an effective tool for creating a more complete assessment of online consumer activity.
232-245
Maity, Moutusi
5f3d5d42-c5ba-4168-83c7-35b2888654a0
Peters, Cara Lee Okleshen
a0f5bf18-b7ba-4ed3-9e70-dadcaf8d9b63
1 January 2005
Maity, Moutusi
5f3d5d42-c5ba-4168-83c7-35b2888654a0
Peters, Cara Lee Okleshen
a0f5bf18-b7ba-4ed3-9e70-dadcaf8d9b63
Maity, Moutusi and Peters, Cara Lee Okleshen
(2005)
A primer for the use of internet marketing research tools: the value of usability studies.
Interactive Marketing, 6 (3), .
(doi:10.1057/palgrave.im.4340290).
Abstract
Website strategy has evolved from a simple web presence to ensuring consumer purchases. These trends make it imperative for marketing researchers to understand the online consumer experience in terms of both the quantity and the quality of website visits. This paper reviews several commonly used online marketing research techniques, suggesting that many inadequately measure the quality of a user's website experience. More recently developed methods found within the marketing literature that rectify the shortcomings in online marketing research are identified, and usability studies are singled out as an effective tool for creating a more complete assessment of online consumer activity.
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Published date: 1 January 2005
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Local EPrints ID: 474601
URI: http://eprints.soton.ac.uk/id/eprint/474601
ISSN: 1463-5178
PURE UUID: a079e9bf-4140-4860-8484-aac393079d70
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Date deposited: 28 Feb 2023 17:32
Last modified: 17 Mar 2024 04:18
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Author:
Moutusi Maity
Author:
Cara Lee Okleshen Peters
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