Section 1.06- Research

What is research?

Research is a systematic investigation and study of materials sourced to establish facts and reach conclusions.

Online research on the internet and with online digital training is not a complex subject, like all other subjects, it does require or demand your full attention and is not to be taken lightly, the effort required to obtain maximum gain now and for your personal future success.   

Research is formalized curiosity. It’s poking and prying with a purpose – Zara Neal Hurston

How to learn to do research 

  • Search on the internet for various articles 
  • Find books/contents on the subjects 
  • Learn to search on various platforms (search engines, social media sites, podcasts, websites, webinars etc
  • Avoid hearsay and establish facts in a Standard Format
  • Understand learning is progressive (it’s going to take time)

What is not research

It is not to sign up for a training course, not really. Yes, one is learning and discovering information to conclude their analysis.  The point is the course has its own narrative and is not a source of complete truth or complete work.  No training is or can ever be completed. 

Avoid doing a training course for every single subject you need information on! It will take you a lifetime without hope to conclude your research as the subjects and topics are endless.

Types of research 

Types of research you will have to apply whilst studying Digital marketing principles which could be used for much systematic learning.   

The following are the most famous types of research;

  • Quantitative 
  • Qualitative
  • Analytical 
  • Applied 
  • Conclusive 
  • surveys

Quantitative Research

Quantitative refers to data collected and measured based on numbers. 

Digital graphs and charts help to express quantitative results easily. 

Quantitative methods emphasize objective measurements collected through polls, questionnaires, and surveys and are also expressed in the following format;

  • Statistics
  • Mathematically
  • Numerical 

The analysis of the data may be interpreted in various ways, too often, it is manipulated to suit the desired or in line with the predicted outcome.

There are four main types of Quantitative research: 

  • Correlational
  • Causal-Comparative, 
  • Descriptive
  • Experimental Research. 

Do not apply biased opinions or preferences, and be careful NOT to put meaning to the data to make your point. This would lead to the failure of the objectives, this could lead to straying from achieving the final vision of the business.   

Qualitative Research 

Qualitative refers to the non-numerical elements in nature, information or data should not be presented as numbers.  For measures, it is not as reliable as quantitative results.  Virtually all digital analysis is quantitative rather than qualitative in nature.  However, when dealing with customer needs and wants during seasons and trends, qualitative research is critical to forming a brief collection of data for future marketing purposes.

Analytical Research

Digital results for analysis are conditional facts, meaning it depends on how and under what conditions the results are digitally obtained or produced.  For marketing to be effective, this analysis is essential for consideration, or the marketing campaign could be of least or non-effect.  Often this is an overlooked point for success. 

For example, where is your lead coming from and under what condition? Meaning what was the offer to obtain the data, offering a free specialist book or a prize draw to win an iPad or win a thousand pounds/dollars? Notice the motive is very different so that the future marketing campaign will be affected, and so will the final results.    

The digital analysis would greatly help to determine and explain the level of motivation and expectation of the potential customers and why they will accept or reject marketing offers. 

Let this be a warning; do NOT overanalyze digital results when there is a known mixed motive in the collection of the data. It will be impossible to know the extreme specifics, don’t waste your time and efforts.   

Applied Research. 

Applied research in digital marketing is probably the most important for the niche marketing segment.  Action is concrete to collect one type of customer data with precision without any width of generalization. This action or research to obtain data is based on a digital technicality.

For example, if one is seeking to capture a potential customer base to sell shoes, you would not aim to offer a free spoon in exchange for their email.  The purpose of the email is to run a marketing campaign to sell shoes. The two are unrelated, and the motive for the potential customers to act was geared towards a spoon, and they are unlikely to be motivated to buy a pair of shoes.  

However, if you run a marketing campaign to offer to win a pair of shoes or to have a discount voucher for shoes in exchange for their details, this applied digital technique is accurate for its niche. Bear in mind this does not mean these are the only people who are or will be buying shoes, but they are those who have qualified themselves with your marketing campaign and data collection.            

Conclusive Research

Conclusive Research aims at providing an answer to the specific research target or segment designed to help formulate and solve the meaning of the results. 

The results will be generic where often it is.  

Generally, one should have a broad understanding of digital results and how to use the data to solve customer problems. 

‘Do NOT make assumptions up and above the research as this would corrupt the results and void the research’ – Melvin Mayard.

Surveys 

surveys play a significant role in generating leads and data collection. It helps to collect a vast amount of current data or sometimes called real-time data. Digitally this could effectively be done online at a meagre cost, faster than any other method. This can be automated and often is placed on Social media to engage with an audience.  

Consider the motive behind the participants in the survey whether quantitative or qualitative. 

Survey: The type of research is best for a business to know the demand for a product in the market and to forecast the results based on the survey. Companies can also use a ‘Case Study research method’ to further analyze their own customer database for future product or service needs, demands and launches. 

The primary and secondary methods 

The primary methods are 

  1. Quantitative
  2. Qualitative 
  3. Applied 

The secondary methods are;

  1. Analytical
  2. Surveys
  3. Conclusive 

Why research is important

Research begins when we want to know something, concerned with increasing our understanding of how to serve one’s market best. Research provides us with the information and knowledge needed for problem-solving and making better and more profitable decisions.

Online 

As we are concerned with digital marketing, this is only possible for entrepreneurs to conduct their business on the Internet. Like all other entrepreneurs, taking financial and other personal risks to launch their own company. 

Online entrepreneurs use various business models to provide products or services to a market.  There are many online entrepreneurs to name here are a few to remember with the acronym (C.O.B.S) easily:

  • Content creators
  • Owners of e-commerce sites
  • Bloggers
  • Social Media services 

Blog

One of the best ways to get in-depth knowledge about online digital training is to read and start your own blog and learn from your own research faster on any online topics; SEO, social media marketing, WordPress, and many other digital marketing aspects.

Starting your own blog is a hands-on experience. Initially, things will be difficult, as with any new challenges, but as you put in the effort and dedicate yourself to hard work, you’ll enjoy the process.

Apart from this, a blog can also help you earn money online, live a boss-free life, work from anywhere, and travel the world while making money! 

Least of all 

Ensure research results are not interfered with as it becomes worthless. There are many results from research that are constantly being changed with preference and bias to a narrative. 

Accurate research should not purposely serve a narrative but could be used to promote a narrative if the details are shared for the public to scrutinise the finding and conclude their relevance to the narrative. 

If the details of the research such as,

  • Why the research was initiated?
  • Where it was carried out?
  • Who carried it out and what was their business purpose?
  • How many people took part
  • The demographic of the people
  • What does all the interpretation mean? 

If all of the above cannot be established, then it could easily be used to promote false narratives,  bias and false conclusions. 

Research means you don’t know, but you’re willing to find out – Charles Kettering

Summary 

  • Research results should be used within the context it was carried out and not to promote any bias-favoured narratives.
  • Research must be unbiased and not manipulated. 
  • Research results being presented without details credentials are worthless. 

1.06 The Internet – Your Research Library (1)

ACTIVITY 1.06

Research the ‘Online entrepreneurs’ on the topics of C.O.B.S to see where you best fit your learning and talent (based on what you want to do in the future). 

Please grade yourself on this section.

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1.06 The Internet - Your Research Library (1)