Development and Evaluation of a Methodology for Developing Marketing Websites

This chapter discusses a research project that focused on the development of a new methodology for creating more effective websites for marketing purposes. After reviewing existing methodologies, it was noted that some key aspects were under-utilized, including user participation and “real interaction” (i.e. monitoring of user interaction with a prototype site). This situation can lead to deficiencies in the resulting website and hence user frustration. A study was carried out to examine various methodologies, from different disciplines, and their integration, to select the strongest aspects of the various methodologies to be combined into a new methodology. This methodology was assessed by interviews and a questionnaire. Proposed further research will develop a website describing the new methodology; incorporate a software tool to assist in tailoring the methodology to a particular project.