Web-Based Market Research: Issues to Consider

The factors involved in selecting a web-based survey tool will vary greatly from Market research project to Market research project. However, five general matters need to be considered when differentiating between products.

• User Control: The ability for the Market researcher to manipulate the “look and feel” of survey items is often an important consideration. For example, the ease of editing the contents of a survey item or manipulating the layout of the survey is imperative. Many survey applications include templates of standard survey items (e.g., select only one, select all that apply, text response boxes) that the researcher uses to build the survey.

• Ease to Customize: In many situations, templates of standard survey items are suitable. However, due to the nature of some Market research questions, standard survey items may not be appropriate for collecting some types of data. Therefore, it might be important for the researcher to use non-standard data collection items (e.g., rank order a series of items) that cannot be created using templates.

• Turnaround Time: The timeframe between when a researcher receives initial approval to conduct a study (e.g., IRB, funding agency), and the time that the investigator needs to begin data collection is often an important consideration. This is especially true if the researcher needs to conduct any type of pilot test during the early stages of the Market research project.

• Analysis Tools: Many researchers prefer to extract data from the survey tool and conduct the analysis using a standalone software application (e.g., SPSS). However, some web-based survey tools have built in reports that allow the investigator to review summary results while the survey is still active (i.e., no need to export data from the survey application and import it into another product). Most of these internal reports provide basic demographics (e.g., number of respondents, percentage responding “yes” to a certain item).

• Researcher’s Cost: The cost of using varying survey applications will be dependent upon the arrangement the researcher negotiates with external vendors or organizational policies related to cost recoupment for use of institutional resources. For many market research projects, cost considerations become a primary factor in selecting a survey tool.

Market Research Using Web Tool Keys

We know Market research is a very important component of business strategy. Various methods of market research are used to find out information about markets, target markets and their needs, competitors, market trends, customer satisfaction with products and services, etc.

Most of the time people are more confused about their market and demand for their product or services. Let’s see how search engine tool can help you to solve your problem. I'd like to share a few ideas on research potential markets, and how you can use search engines to help you.

Use Search As A Market Research Tool

Google Adwords

Google Adwords provides you with a wealth of data. You can measure actual visitor interest - real search numbers, not just estimates - and you can quickly and easily test your ideas in the live marketplace. You can test your product or service offer, even before you're ready to provide it!.

Keyword Research

You can use the Adwords KeyWord Tool, or other keyword research tools. Include every keyword term in your Adwords campaign that you expect to rank for in your organic campaign.

Competition Levels

You can gain an understanding of the competition levels by looking at the bid price. Obviously, the higher the bid prices, the higher the level of competition. If you're failing to get on the front page with reasonable relevancy and bids, you're in a fairly competitive area, and the SERPs will be likewise.


Google Trends
Google Trends shows trends in searches over time how often a particular search-term is entered relative to the total search-volume across various regions of the world.

Google Traffic Estimator
Google Traffic Estimator helps you see how often your ads would appear for keywords, and gives you approximate prices. It works for various match types, including broad match, phrase match and exact match.

Microsoft Ad Intelligence
Microsoft Advertising Intelligence (formerly adCenter Add-in for Excel Beta) is a keyword research and optimization tool. It provides keyword expansion, research, pricing and KPI data, allowing you to maximize marketing ROI for your paid search and content ad campaigns.

Google Insights For Search
Google Insights for Search is providing insights into the search terms people have been entering into the Google search engine. Unlike Google Trends, Google Insights for Search provides a visual representation of regional interest on a map.

So start now finding your potential customer.