Rating: 
Summary: PRAISE
Review: "Finally, a thorough and comprehensive resource for understanding the role of online market research and ways to implement this powerful interactive tool in the new marketplace!" --Jocelyn Ritchie, Director of Research, ZDNet"The Web may be growing up, but it certainly isn't slowing down. The only way to stay ahead is to understand your users. This handbook will give you the tools and the knowledge to do just that."--Jeffrey Veen, Executive Director, Interface, Wired Digital, and Author, "The Art & Science of Web Design" "Before the Web came along, there never existed a more targeted medium to allow business to understand and reach each unique customer. And until "The Handbook of Online Marketing Research", there was never a better way to help develop the programs to understand and reach those customers." --Andrew L. Anker, General Partner, August Capital "The definitive resource for anyone developing an online venture. [Grossnickle and Raskin] bring traction to a field that, until now, has been wrought with distraction. Their careful, real-world analysis of how to leverage audience research into a data driven strategy for building successful online products is both refreshing and gratifying." --Luke Knowland, Director of Product Development, Eyetide Media, and Cofounder, Webmonkey "This book will be invaluable to New Economy professionals as they navigate the murky waters of online customer experience, retention and understanding. Raskin and Grossnickle are pioneers in the field of online market research, defining the business paradigm of the 21st Century: Tailoring your business to your clients' actual needs, rather than your assumptions of their needs." --Andrew Strickman, Design Director, NOVO "To increase customer loyalty, understanding customers' needs and desires is key. This comprehensive and engaging handbook provides tips and techniques for conducting surveys, innovative methods for collecting data, and useful strategies for audience segmentation." --Laurie Strauch, Customer Retention Manager, Pets.com
Rating: 
Summary: Great book - couldn't have come at a better time
Review: Amidst the socks, razor blade, underwear, and ties under the tree, Santa also left me this very useful (and enlightening book). As a full-time internet product manager and part-time Web site inventor, the timing of this book's publishing and the latest round of online shakeout couldn't have come at a better time. By reading this book, I've realized that I can prove a concept, test the market, and make sure that my strategies are well-timed and my money well-spent. When I first saw the title, I was a bit intimidated, but I've been happy to find that most of the research techniques described in the book are understandable and able to be done by the entrepreneur with half-a-brain and some initiative. I'm working on my first survey as I write this. I've worked in enough startups (belly-ups?) to know that even a casual perusing of a book like this could have saved hundreds of thousands (if not millions) of dollars wasted on poorly-formed ideas and off-the-cuff marketing plans in half of the ventures I've worked for or consulted on. While it may be too late for some, there are still millions of great ideas out there, and this book can go along way towards giving them the fighting chance they'll need to succeed now that the great internet party is over.
Rating: 
Summary: Online Market Research for Dummies
Review: At best this book is a very general overview of market research concepts that are not even specific to online surveys. For instance, don't "lead" the respondent. Its best isn't very good though. For instance, the authors repeatedly refer to Excel as a bona fide analysis tool. No professional worth his or her salt would use such a tool for this purpose. At its worst this book is full of misinformation about web development. Before I bought this book, I wish I could have read the review that points out the authors' total misconception about Tcl, or "Tickle" as they call it. Even more incredibly, there is an entry for "Tickle" in the index! If you are at an intermediate level or higher in either market research or web development, this book is completely worthless.
Rating:
Summary: Online Market Research for Dummies
Review: At best this book is a very general overview of market research concepts that are not even specific to online surveys. For instance, don't "lead" the respondent. Its best isn't very good though. For instance, the authors repeatedly refer to Excel as a bona fide analysis tool. No professional worth his or her salt would use such a tool for this purpose. At its worst this book is full of misinformation about web development. Before I bought this book, I wish I could have read the review that points out the authors' total misconception about Tcl, or "Tickle" as they call it. Even more incredibly, there is an entry for "Tickle" in the index! If you are at an intermediate level or higher in either market research or web development, this book is completely worthless.
Rating:
Summary: Most preposterous mistake I've seen in a computer book
Review: Check out page 46 of the 49 online. It shows the entry for "Tickle" in the index. Of course this should be TCL (Tool Command Language), but the authors are apparently trying to pass themselves off as being more knowledgable than they really are. This is the most preposterous mistake I have seen in any technical book, and I've read hundreds. Would you trust the authors to advise you on how to conduct research when they so miserably failed to research what TCL is? This mistake was pointed out by a previous reviewer, and now they demonstrate it for all to see by making the index available on this very site?! These guys need to TAKE some marketing lessons, not offer them.
Rating:
Summary: Most preposterous mistake I've seen in a computer book
Review: Check out page 46 of the 49 online. It shows the entry for "Tickle" in the index. Of course this should be TCL (Tool Command Language), but the authors are apparently trying to pass themselves off as being more knowledgable than they really are. This is the most preposterous mistake I have seen in any technical book, and I've read hundreds. Would you trust the authors to advise you on how to conduct research when they so miserably failed to research what TCL is? This mistake was pointed out by a previous reviewer, and now they demonstrate it for all to see by making the index available on this very site?! These guys need to TAKE some marketing lessons, not offer them.
Rating:
Summary: Finally!
Review: Finally, someone has come out with the bible for how to do intelligent, well researched marketing and customer analysis online. Having worked for several online ventures, I only wish that their marketing department had had the benefit of reading this text. Grossnickle and Raskin provide examples based on real-world experience, and insight as to how to effectively conduct research and get useful data from that research. Each chapter carefully examines how to approach the various ways of conducting online market research, and how to get the most from that data, in a very clear, very precise manner. This book should be required reading for any company trying to figure out who their audience is and understanding the space that they are in.
Rating:
Summary: Online Research 101
Review: I bought this book after reading a favorable review in the February issue of Wired Magazine. I was charged with conducting a Web survey for my company. Reading the book really helped me structure the study, write the questionnaire, and find the right company to collect and tabulate the data . My results are due back this week.
Rating:
Summary: Informative, Readable and Very Useful
Review: I found this book to be very helpful in understanding a number of methodologies for devloping online products, and written in an accessible manner. In addition, the book provides the reader with the abilty to conduct their own online research. I also checked out the companion website to the book, provided by the authors, which I found very useful. It gives online access to updated research resources described in the book.
Rating:
Summary: the online marketer's bible
Review: If you are a marketing professional, you most likely leverage the power of the Internet in some form for research. This book brings forth the broad tactics (from segmentation to targeting) in a digestible format. If you haven't used the power of the Internet to drive your company's research strategy -- you're missing the boat. Make sure to pick up a copy of this book to jump start your learning process.
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