All guides: Marketing and Market Research: Websites

Professional organisations

Australian Marketing Institute
Leading organisation for marketing professionals from all marketing functions and industries in Australia. The AMI runs training courses as well as an annual conference.
ICON
ICON represents professional services marketers in the Asia Pacific region. Members include marketers and business development experts in legal, accounting, engineering, business consulting and recruitment firms.
The Research Society
(formerly Australian Market and Social Research Society)
Peak body for those engaged or interested in market, social, and opinion research, whether members use or provide it, and data analytics, customer experience, and insight.
Australian Association of National Advertisers (AANA)
Member organisation for those involved in the advertising, marketing and media industry. Provides advocacy, self-regulation (maintains advertising standards), training and events for its members.

Market Research companies

Australia

Deloitte Australia
Consultancy firm that conducts and publishes industry market research reports. Some information freely available on web site, check under ‘Industries’ in the top menu.
Ernst & Young Australia
Consultancy firm that conducts and publishes industry market research reports. Some information freely available on web site.
KPMG Australia
Consultancy firm that conducts and publishes industry market research reports. Some information freely available on web site.
Nielsen Australia
Market research company. Some of its latest market research surveys are available for free.
PwC - PricewaterhouseCoopers Australia
Consultancy firm that conducts and publishes industry market research reports. Some information freely available on web site.
Roy Morgan Research
Australian private market research company. Abstracts of latest market research available on website.

Global

American Consumer Satisfaction Web Site
Independent measure of household consumption experience. The ACSI tracks trends in customer satisfaction and provides benchmarking insights of the consumer economy for companies, industry associations, and government agencies. Some data is available for free, while other parts of the site require a subscription.
American Marketing Association
Includes market research, articles and case studies.
JETRO - Market Reports
Analytical reports on Japanese sectors categorized by industries and report titles. Section covers a wide range of products, services, business and industrial environments, regional enterprises, current market trends and more, with case studies and advice on market entry.
Pew Research Center
Surveys and reports on the attitudes, opinions, and lifestyles of Americans. Including the Pew Internet and American Life Project, Pew Global Attitudes Project, and Social & Demographic Trends.
QUIRKS
Market research resources including a glossary, case studies and research articles. It also has a discussion forum and webinars.
RBA Market and Industry Research
A UK based company website. Provides guides on and links to free online and fee-based market research resource providers.

Online Consumer/Competitor Behaviors Insight tools

Surveys - To collect information, ideas and opinions from consumers:

Survey Monkey
Create surveys free of charge for your own audience. For a fee, you also get feedback from your target audience via Survey Monkey's own samples
Typeform
Shows viewers one form field at a time, and you can include multiple choice image options. It's an easy-to-use, mobile-optimised form-builder that's great for gathering feedback.

Usability and user testing tools - To collect input from users:

Google Analytics
Google Analytics is an easy to use, free, and very handy usability testing tool that provides a comprehensive set of web site data tracking and analysis tools.
Heatmap.com
A usability testing tool that reports where people click, look, scroll or otherwise interact with your website. Heatmaps demonstrate the areas of a web page that have the greatest number of interactions or the lowest number
UserTesting
UserTesting.com is a panel-based usability testing service that provides feedback from testers regarding questions you ask them about your web site. It also includes searchable case studies across many major brands.

Consumer Behaviour tools

Google Trends
Google Trends is a useful tool that publishes aggregated search data. It has a myriad of uses for researchers, marketers, planners helping them understand audience search behaviour segmented by country, time, and Google index.
Keyword Tool
Keyword Tool helps you find the keywords that people are typing into Google search box.
Visual Website Optimizer
Website optimisation and analytic tool. Basic functions are free, and it also provides links to other resources and webinars.

Competitor Insights tools

Google Alerts
Set-up alerts to keep an eye on what your competitors are up to and see where they are getting links and mentions.
Quantcast
This tool provides “free direct audience measurement for all website owners including traffic, demographics, business, lifestyle, interests and more.”
Similarweb
SimilarWeb Ltd provides web services for internet users to search related content on the web. Including web traffic analysis, competitive research tools, market research tools.
Tableau Public
A free platform to explore, create, and publicly share data visualisations online.
Consumer Barometer
This tool aims to help you understand buyers’ internet usage habits worldwide. There are two different ways to use this service. One is to explore the primary data from the research, which comes up with an infographic format that sums up the key trends and statistics. This will help you to identify the consumers’ internet usage habits. The other way is to use the tool as a graph builder. In that way, you can access the full data from the report. Additionally, broken down into country grouping, you will be able to find out how buyers interact online.

Legal and ethical standards

AustLII: Australian Legal Information Institute
Advertising in Australia is primarily regulated under the Australian Consumer Law (Schedule 2, Competition and Consumer Act 2010 (Cth)) (ACL), which prohibits misleading or deceptive conduct, or conduct likely to mislead or deceive, in trade or commerce. Search AustLII for relevant information.
Code of Ethics of the Australian Association of National Advertisers (AANA)
Adopted by the AANA as part of advertising and marketing self-regulation; considered the cornerstone of the advertising self-regulatory system.
Advertising Standards Bureau (Australia)
Manages the complaint resolution process of the advertising self-regulation system which was established by the Australian Association of National Advertisers (AANA) in 1998.
Australian Marketing Institute – Code of Conduct
Expectations of profession conduct and behavior of AMI members.
Professional Marketing Standards- Chartered Institute of Marketing (UK)
A framework of marketing abilities which provides a guide to the skills and behaviors that are expected of professional marketers at varying levels of proficiency.

Evaluating information sources

The CRAAP test

Evaluate your sources using the CRAAP test to find reliable, quality information.

• Currency: when was it created?
• Relevance: is it on my topic?
• Authority: is it by an expert?
• Accuracy: is it correct?
• Purpose: why was it created?

The SIFT method

Evaluate web and social media sources in 4 moves using the SIFT method.

• Stop - think before using a source.
• Investigate where it is from.
• Find alternative sources.
• Trace claims, quotes and media.

Fact checking

Fact checking is an important skill. Find out how to assess and verify your sources with RMIT's Fact checking guide.

• Assess websites and social media.
• Lean how to spot fake news.
• Develop your media literacy skills.

Library subject guides

Marketing and Market Research