Are there any good web marketing research books available?
This is my most frequently asked question. In my opinion, any book about marketing research is ok. Always remember, understanding your customers is a business philosophy instead of a method. I would suggest paying more attention to the question “why should I conduct marketing research?”, instead of the question “How can I conduct a survey?” But a good book will certainly help you make the research smoother. I would recommend the book How to conduct your own survey, written by Priscilla Salant and Don A. Dillman and published by John Wiley & Sons, Inc. It gives step by step instructions of a research process. Why has so little web marketing research been conducted? As a matter of fact, there are many web marketing reports available on the Internet. However, few of them are of high quality. In a recent article, I discussed why the quality of online research is poor: The real reasons for poor quality of online research, I believe, come from: 1) limited marketing knowledge; 2) limited stat
