Direct cross-border online market research refers to the process of collecting first-hand data or original information on the global Internet for a specific purpose. There are four methods of direct research: observation, topic discussion, online questionnaire and experiment. However, the most commonly used methods on the Internet are topic discussion and online questionnaire.
Which method should be used in the research process depends on the purpose and needs of the actual investigation. It should be noted that network norms and etiquette should be followed. The following focuses on these two methods.
(1) Topic discussion method
The topic discussion method can be conducted through Usenet news groups, BBS or mailing list discussion groups. The steps are as follows.
①Determine the target market to be investigated.
②Identify the discussion group to be investigated in the target market.
③Determine the specific topics that can be discussed or prepared for discussion.
④Log in to the corresponding discussion group, find useful information through the filtering system or create a new topic for everyone to discuss, so as to obtain useful information.
Specifically, the target market can be determined based on the hierarchical topic selection of Usenet news groups, BBS or mailing list discussion groups. It can also be checked with the participants of the discussion group for other relevant directories. It should also be noted that the FAQs (Frequently Asked Questions) on the discussion group should be consulted to determine whether the market research can be conducted based on the directory.
(2) Online Questionnaire Method
The online questionnaire method is to request everyone who browses its website to participate in various surveys of the company. The online questionnaire method can be entrusted to a professional company. The specific steps are as follows.
(1) Mail a brief questionnaire to the relevant discussion group.
(2) Place a brief questionnaire on your own website.
(3) Send relevant information to the discussion group and link to the questionnaire on your own website.
It is worth noting that the online questionnaire should not be too complicated or detailed, otherwise it will make the respondents feel bored, thereby affecting the quality of the data collected by the questionnaire. In order to maximize the response rate, certain incentive measures can be taken, such as providing free gifts, lucky draws, etc.