What aspects of traditional marketing research must change because there are better ways to do it using social media? What aspects need change little in response to the growing use of social media?
Data collection can change due to using information that people post about themselves. From consumer specific websites and message boards, netnography allows us to view uncensored information about consumers. Filtering the information is one place where the challenges lie.
What do you think of the new system of surveys google?
http://www.google.com/insights/consumersurveys/home
I like SurveyMonkey because simple surveys are free. So, I will need to check out the google survey at a later time.
not only surveys but methods of doing observational qualitative research is also impacted by social media. Another area gaining prominence is thematic analysis of customer discussion on social media sites
I tried connecting to the link, but says page not found..is there an alternate
Social media is very related to the gen Y, so some methods in MR may be not suitable to use for the gen Y. For example pencil questionnaires. They more prefer digital questionnaire.
Thanks a lot sir for the reply. Is professor Dominic from India working there in your university, in the management studies department.
I am sorry Michael.
The read I referred to is no longer active at that link. But it has the following citation:
Barwise, P., & Meehan, S. (2010). The one thing you must get right when building a brand. Harvard Business Review, 88(12), 80-84.
You may get it from HBR or drop a line to me at [email protected] to send it to you. Best Regards,
Raj
thanks a lot Prof Raj Dash, will send a mail to you requesting the same.
best regards
michael
The advent of social media has not only transformed the way data is collected for research but the marketing research teams are more keen to know about where its customer is spending more time on social media and what are his reactions. Thus, it is replacing the traditional way of reaching your customer through above the line (ATL) media activities.
This has made marketing research more complex yet convenient at the same time.
of course it has changed everything specially in developed countries for example When searching for a college or university, students want the world-class program, facility and faculty, but they are also looking for a place to fit in and call home. Move over printed booklets, campus visits and over nights; students can now connect with a school’s campus life 24/7 through the power of social media.
Schools have taken notice of what students are looking for, and are using social media to share their campus culture with prospective students and their parents. Colleges are sharing campus life as it happens, using Instagram photos, YouTube videos, tweets and more.
I wish to comment on two aspects of traditional marketing research (data collection method and data collection instrument) which are fast changing as a result of rise in social media. The traditional face to face interviews and self administered questionnaire methods of data collection have been replaced with monkey surveys, a method supported by social media platforms. Monkey surveys allows a marketing researcher to reach a large audience in a cost effective way. The use of lengthy hard copy questionnaires is being substituted by use of soft copy instruments, which are shorter and user friendly hence increasing response rate and level of precision of the response therein.
Hi Raj,
I think my thesis project perfectly reflects your needs. Feel free to tell me what you think. Hope it will be helpful
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