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Part: III Appendixes > Market Research

Market Research

The types of marketing analyses that online research tools can provide include the following:

  • Segmentation analysis, to see which segments of the population respond best to different product or services

  • Cross-category analysis, to see which customer groups are alike and which are different

  • Ongoing site assessments and benchmarked competitive comparisons, to see how well the site is perceived in general and how well it is perceived with respect to competitors' sites

  • In-depth comparisons with competitors' sites, to identify which features of your site are better and how to improve your site with respect to your competitors

  • Online usage analysis, to find out where customers are going on your site and why


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