1. Research in Internet
Lecture 1
by Sergey Panarin, HSE
spanarin@hse.ru

2. Intro
Course outline
Introduction
Definition of research
Classification

3. What is a problem?
To make decisions we need information
Information comes from data found and
processed during research

4. Course oultine
9 Lectures
9 Seminars (research paper for specific project)
4 Team workshops (team-work research)
Excursion

5. Perspective
Project manager
Startuper

6. Goal
To conduct a research
that could be used (and published)

7. Lectures
1. Lecture 1 Research basics
Lecture 2 Research of Internet audience: Russia
Lecture 3 Research of Internet audience: World
Lecture 4 Marketing research in Internet: market research
Lecture 5 Marketing research in Internet: ads campains
monitoring & optimization
Lecture 6 Site research: web-analytics & Google Analytics
Lecture 7 Site research: competitors & usability & eCommerce
Lecture 8 Social media research: overview & inner instruments
Lecture 9 Social media research: metrics & outer instruments

8. Research topics
Top Russian Internet startups
Top Russian Internet companies
Young entrepreneurs by schools (Russia,
USA, UK)
Brands in social media
Social games market

9. Research topics
Mobile applications market (by segments: games,
business)
Mobile applications market (by devices: iPhone,
iPad)
SaaS services (Russia, USA, UK)
Entrepreneurial communities (Russia, USA, UK)
Industries in Internet (retail, media, software,
consulting)

10. Definition of research
Research – the systematic investigation into and study of
materials and sources in order to establish facts and
reach [Oxford Dictionary]

11. Object and subject
Object – what is being investigated?
Subject – what aspect of the object is being
investigated?

12. Research process
1. Define the question
2. Gather information and resources (observe)
3. Form hypothesis
4. Perform experiment and collect data
5. Analyze data
6. Interpret data and draw conclusions that serve as a starting point for new
hypothesis
7. Publish results
8. Retest

13. Classification of research in Internet
Research of Internet audience
Marketing research in Internet
Site research
Social media research

14. Research methods types
Experimental (vary some variables and
measure output)
Opinion based (questionnaires)
Observational (case-studies)

15. Examples
Global Market Information Database (GMID) – Internet
users by country
Datamonitor Marketline – companies profiles
CrunchBase.com – startups, fundings and deals

17. Questions?
spanarin@hse.ru