Net Tools From Org-Marg

Org-Marg, the leading market and media research company, will introduce later this week five new tools for measuring various aspects of Internat usage. Of them, two will help deal with planning and three will be for measurement.

The planning products are called Web Monitor and Web designer, while the measurement ones are cyber (e)numerator, cyber (e)valuator and cyber (e)ncounter.

The products will offer services comparable with those offered in the US and Europe. So far, the best Internet marketing tool available in the country is based on the server log which, analysts said, may be open to manipulation.

Company chairman and chief executive officer K M S Titoo Ahluwalia told Business Standard yesterday, "The new products are on par with those prevalent in the Western countries."

 

Since very little reliable information is available on Internet usage in India, Ahluwalia said issues like why people use the Net, ways to make the Net access easier and behavioural patterns while surfing remain unaddressed.

Having explored the information needs of the Internet market, ORG-Marg decided to launch a series of Internet-focused studies, aimed at assisting better-informed decisions.

The company will conduct three distinct types of surveys: customised surveys for particular needs_site, content or target-group specific, for example_sizing and profiling surveys and audience measurement surveys.

ORG-Marg will also undertake customised surveys aimed at answering specific questions regarding product development _theme as well as content_product experience and product perception.

Depending on the questions to be answered, ORG-Marg will either use qualitative methods that rely on focus groups using projective techniques or quantitative methods that may involve one-on-one questionnaire-based interviews.

The company's first report on the usage and other aspects of the Internet, covering the metros and major mini-metros, is likely to be made available later this week.

ORG-Marg also proposes to repeat the exercise every six months since it considers an annual survey to be inadequate to keep track of developments in the Internet market in India. However, a quarterly track will be hard to support with the necessary sample sizes.