Below are some important Web Marketing interview questions which are asked in most MNC company interviews for beginners or professionals.
6. What research has been helpful for both web marketers and their customers?
Any web marketing research shall benefit both web marketers and their customers. As I describe in the article What Can I do For You?, marketing is not about selling. The real marketing is about understanding what your customers need and try to provide superior services or products to meet your customers' needs. Therefore the function of marketing research is to understand what customers need and to gather information for web businesses to provide exactly what customers need.
For example, if a site owner is able to understand why people visit his/her site and why they come back again (from the survey results of SiteSurv, for example), they will be able to develop more effective strategies. Visitors are happy because the site provides what they want, and the navigation on the site is easier.
7. What have been your most striking findings? What data have really shocked you?
It is hard to say "striking". However we did have some valuable and interesting findings in our research.
For example, about one year ago, while very few large online companies promoted their businesses through offline ad media and while the online advertising community doubted about the effectiveness of offline promotion, our research, Online Promotion Strategy Study, shows that offline promotion (for web businesses) is one of the most effective promotion methods.
Another example is that when comparing CPM pricing model with CPC pricing model, we assumed that advertisers preferred the CPC model because the CPC model give advertisers guaranteed advertising results. However, in the research Understand Advertisers' Preferences, we found that advertisers don't prefer the CPC model. A further study shows that this is because advertisers expect higher than average click through rate.
Good marketing research provides useful information. But useful information does not necessarily need to be striking. Of course, I do hope our research yields "striking" results. But I don't intentionally to pursue "striking" effects. To make the research result useful to web marketers is our fundamental goal in the research.
8. 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.
9. 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.
10. 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 issues. Have we ever heard from these online research firms discussing our marketing issues? If a marketing researcher has less marketing knowledge than his/her clients, how can he/she help the clients understand their markets?
A good marketing research consists of 80% marketing knowledge and 20% statistics.
6. What research has been helpful for both web marketers and their customers?
Any web marketing research shall benefit both web marketers and their customers. As I describe in the article What Can I do For You?, marketing is not about selling. The real marketing is about understanding what your customers need and try to provide superior services or products to meet your customers' needs. Therefore the function of marketing research is to understand what customers need and to gather information for web businesses to provide exactly what customers need.
For example, if a site owner is able to understand why people visit his/her site and why they come back again (from the survey results of SiteSurv, for example), they will be able to develop more effective strategies. Visitors are happy because the site provides what they want, and the navigation on the site is easier.
7. What have been your most striking findings? What data have really shocked you?
It is hard to say "striking". However we did have some valuable and interesting findings in our research.
For example, about one year ago, while very few large online companies promoted their businesses through offline ad media and while the online advertising community doubted about the effectiveness of offline promotion, our research, Online Promotion Strategy Study, shows that offline promotion (for web businesses) is one of the most effective promotion methods.
Another example is that when comparing CPM pricing model with CPC pricing model, we assumed that advertisers preferred the CPC model because the CPC model give advertisers guaranteed advertising results. However, in the research Understand Advertisers' Preferences, we found that advertisers don't prefer the CPC model. A further study shows that this is because advertisers expect higher than average click through rate.
Good marketing research provides useful information. But useful information does not necessarily need to be striking. Of course, I do hope our research yields "striking" results. But I don't intentionally to pursue "striking" effects. To make the research result useful to web marketers is our fundamental goal in the research.
8. 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.
9. 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.
10. 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 issues. Have we ever heard from these online research firms discussing our marketing issues? If a marketing researcher has less marketing knowledge than his/her clients, how can he/she help the clients understand their markets?
A good marketing research consists of 80% marketing knowledge and 20% statistics.
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