06 Digital Strategy.docx

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University of Toronto Mississauga
Communication, Culture and Technology
Michael Jones

06 Digital Strategy & Market Research Overview  Marketing vs. eMarketing  Market Research:  Types of Research & Online Implications  Marketing Strategy:  Strategic Planning, Execution, & Evaluation  Final Project  Questions Marketing vs. eMarketing  Marketing: o Total system of business activities o The Four P’s & Distribution o Focus on target market to achieve objectives  eMarketing: o Marketing using the Internet  To be Successful an eMarketing Strategy should: o Not be separate from a Marketing Strategy o Focus on target market & budget o Be flexible, shift focus as needed Market Research  Why Research? o Our customers are doing it so we need to keep up o Sites allow product/service comparison & customer reviews o Examples?  Gathering Data o Aids business decisions o Allows us to learn about our customers, competition, and the market o Market research should produce information that leads to actions o ORM is very important – Why?  What is Marketing? o A process that aids business decisions o Gathering, recording & analyzing data & information about:  customers, competitors & the market o Can be based on primary or secondary data & information o Can be syndicated – What does that mean? Market Research Types  Primary o Conducted Second  Is primary research necessary?  How are you going to obtain information? o Gather data on a particular product or hypothesis o Must be collected from consumers or businesses o Examples:  Surveys, focus groups, research panels & communities  Survey Money Says  Survey administration affects response rates: o Mail: 50% adequate, 60-70% good to very good o Phone: 80% good o Email: 40% average, 50-60% good to very good o Online: 30% average o Classroom pager: 50+% good o Face to Face: 80-85% good  Secondary o Conducted First  Does the data you require already exist? o Uses existing, published data & research o Can be internal or external data o Can be more cost effective than primary o Data may not meet your needs o Can be helpful in planning primary research o Authenticity is key o Examples:  Using Statistics Canada website vs. Wikipedia  Qualitative o Used for exploratory purposes to: o Identify potential hypotheses o Design quantitative research o Interpret market perspective o Consumers’ views, opinions & feelings o Difficult to quantify, more expensive, & time consuming o Examples:  Focus group interviews & one-on-one depth interviews  Quantitative o Used to obtain statistical information about a sample of consumers or members of the public o Data must be formally gathered &:  Is statistically analyzed to determine results  Should be collected to test a hypothesis not determine one o Example: Surveys – step by step guide in the text Quantitative Mode Qualitative mode Assumptions Assumptions • Social facts have an objective reality • Reality is socially constructed • Primacy of method • Primacy of subject matter • Variables can be identified and relationships • Variables are complex, interwoven, and difficult measured to measure • Etic (outside's point of view) • Emic (insider's point of view) Purpose Purpose • Generalizability • Contextualization • Prediction • Interpretation • Causal explanations • Understanding actors' perspectives Approach Approach • Begins with hypotheses and theories • Ends with hypotheses and grounded theory • Manipulation and control • Emergence and portrayal • Uses formal instruments • Researcher as instrument • Experimentation • Naturalistic • Deductive • Inductive • Component analysis • Searches for patterns • Seeks consensus, the norm • Seeks pluralism, complexity • Reduces data to numerical indices • Makes minor use of numerical indices • Abstract language in write-up • Descriptive write-up Researcher Role Researcher Role • Detachment and impartiality • Personal involvement and partiality • Objective portrayal • Empathic understanding Qualitative & Quantitative research  Can be combined o Assign numeric value to generate score based on qualitative data o Example: Case at the end of Chapter 2: BrandsEye’  When using both: o 1 : (usually) qualitative to determine issues nd o 2 : quantitative research to tests theories Online I
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