The Pen is Mightier than the Sword

1
The Pen is Mightierthan the Sword and Online
Researchis Mightier than the Pen!
Leonard Sbrocco Senior Editor Content
Manager MarketTools
2
MarketTools Background

• Since 1997, based in Sausalito, CA
• 35 million in VC Funding
• Named 1999 Company of the Year
• by Research Business Report

3
Company Vision
Enable our clients to improve their business
health by gathering, organizing and publishing
feedback for more effective decision making
4
Representative End Clients
5
Online Research What is it?
6
How Newspapers Are Utilizing Web-Based Surveys
7
Traditional Techniques

• Mall Intercepts
• Focus Groups
• Telephone
• Snail Mail
• Informal Feedback

8
21st Century Techniques
Online Research Advantages

• Lower Costs
• Faster Turn-around
• Real-Time Results
• Better Respondent
• Experience

9
Demographics of Internet Users
37.1 million
49
38.7 million
51
Source eMarketer 2000
10
U.S. Households Online vs. Offline by Race
11
How You Do It!
The Easiest Way to Ask and the Fastest Way to
Know!
12
(No Transcript)
13
(No Transcript)
14
(No Transcript)
15
(No Transcript)
16
(No Transcript)
17
Survey Templates Available

• Ask Subscribers
• Advertising Effectiveness Survey
• Breaking News Story Survey
• Customer Profile Survey
• Customer Service Satisfaction Survey
• Delivery Satisfaction Survey
• Readership Survey

• Ask Advertisers
• Ad Production Evaluation
• Advertising Product Evaluation
• Readership Survey
• Sales Representative Evaluation

18
Survey Templates Available

• Web Site
• Banner Advertising Effectiveness Survey
• Content Survey
• Print Readership Survey
• Visitor Profile Survey

• Marketing
• Brand Awareness
• Idea Sharing Testing
• Price Evaluation
• Promotion Effectiveness
• Positioning Studies

19
Survey Templates Available

• Miscellaneous
• News Advertising Cooperation Survey
• Newspaper Content Survey
• Photographer Evaluation
• Reporter Evaluation
• Sales Reps Media Collateral Evaluation
• Sales Reps Production Evaluation
• Use of Technology Survey

20
Case Studies

• Helena Independent Record

• The Nielsens of Newspaper

• Panelist Acquisition

21
Keys to Successful Online Surveys

• Identify Objectives
• Develop Survey Offline
• 10 Minutes Max
• Meaningful Incentive
• Legitimate Samples

22
Questions?