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 stats knowledge; and 3) irresponsible attitudes. What do you mean by ‘limited marketing knowledge’, ‘limited stats knowledge’, and ‘irresponsible attitudes’? Limited marketing knowledge: while we have so many online research reports, how many different kinds of information do we get? Not much! So far, most online research are about “how many people are online” or “how many people bought online”. While we have so many marketing issues to explore, why on the earth does almost all of the research explore such questions as “how many people are online”, again and again, and again? The answer is: most researchers don’t have much marketing knowledge to explore the Internet is
