Hit-or-miss measurement: counting 'hits' is now widely considered a less-than-ideal Web site evaluation method

Article Abstract:

Measuring a Web site's performance by looking at the site's number of hits is one way to measure its effectiveness, but there are other ways as well. W3.Com and net.Genesis are two software programs that are used by marketing managers to measure the activity level of a particular site. Counting visitors and sessions is another way, especially if visitors must register. Some marketing managers analyze click streams.

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Running in circles: store performance analysis entails more than drawing a 5-mile ring around a store and calling it a trade area

Article Abstract:

Store performance analyses must be carefully and accurately performed if retailers are to fully benefit from competitive analyses. An analysis must begin with an accurate, detailed identification of a store's primary trade area, which might most accurately be conducted through in-store surveys. Once this area has been defined, market penetration and comparative performance can be clearly seen.

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Format follows function

Article Abstract:

Companies should recognize the differences among various methods of collecting consumer data before launching a market research effort. Options include mail surveys, interviews at shopping malls, telephone interviews, omnibus studies, observation and focus groups. The advantages and limitations of each method should affect which one a company chooses. The methods are outlined.

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