Book details of 'Online Market Research : Cost Effective Searching of the Internet and Online Databases'
|Title||Online Market Research : Cost Effective Searching of the Internet and Online Databases|
|Author(s)||John F. Lescher|
|Publisher||Addison-Wesley Pub Co|
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The Virtual Bookcase Reviews of 'Online Market Research : Cost Effective Searching of the Internet and Online Databases':
Reviewer amazon.com wrote:
Out there on the Internet is a wealth of information about your target customers--information that will let you focus on your market and your business more profitably. Online Market Research is a valuable collection of this data, and you couldn't find anyone better qualified than John Lescher to teach you the tricks of the trade. Don't worry if either the Internet or Market Research is a foreign realm to you. John Lescher does a beautiful job of making both easy to comprehend, with step-by-step examples that show you precisely how to work though the research process.
Reviewer Rob Slade wrote:
Here is some market research for you. The latest business trend is to write a
book about doing some type of business, or some business function, on the
Internet. The competition is fierce, with everyone and his dog putting
something into the channel. The demographics (dogs aside) tend to fall into
one of two camps: business consultants and hack writers. The products are
almost uniformly terrible. (See "Free Business Stuff From the Internet"
[BKFRBUST.RVW], "How to Grow Your Business on the Internet" [BKHTGYBI.RVW], and
"World Wide Web Marketing" [BKWWWMRK.RVW] for some singular exceptions.)
Lescher's work, of course, is not confined to the Internet. In fact, aside
from three chapters it concentrates on the commercial online databases. (It
does not, in fact, mention the Internet's major value: that of access to
potential customers and primary research.) However, there is surprisingly
little information about the actual task of research. The major database firms
are mentioned, and there is some description of the material available, but
little after that. The "case studies" of research tend to suggest you do some,
rather than giving any pointers as to how you might. An explanation of boolean
logic for queries takes up a whole four pages, more than a page of which is
occupied by three simplistic diagrams. Tables of query terms provide limited
information on a whole two services.
For any technical writers out there, some market research for free: there is a
hole in the literature dealing with online business.
copyright Robert M. Slade, 1996
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