3. Methodology

To find out more about the issue academic writers were compared with practitioners and institutions which gather online marketing data. A common online marketing research method is the deductive approach. Usually a hypothesis is generated to build up a research strategy to test it. A researcher for example assumes that a keyword on a specified place within a web site increases the position in Google. Then he has to test it with various pages and methods.

For every kind of research there has to be the question whether one uses primary or secondary research. Secondary research uses data which already exists (desk research) and primary research creates own data (field research). Primary research with a sufficient depth in online marketing cannot be only created by a survey, because it is possible that people are not honest or do not know the answers. Many things users do on the internet are intuitive processes which are observed by statistical institutions as well as by online marketers. To get usable data long-term observations and experiments with thousands of user data are required.

This dissertation uses only secondary research because there are sufficient data for a depth analysis of online marketing tools. For a further research this data has to be split up by different criteria like the target group or the industrial sector. Different statistical institutions also have different data because of different measuring methods. Nevertheless these are not considerable differences, so it is possible to trust them.

Max Adler Salzhemmendorf Webdesign

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