MKTG 345 Lecture Notes - Lecture 13: Social Media Marketing, Content Analysis
Document Summary
Role of social media in research qualitative social media research quantitative social media research research errors and biases. Marketers rely on several variants of marketing research to make decisions options include Secondary research: info already collected and available for use. Primary research: info collected soley for the research purpose at hand. Observational research: involves recording behavior or the residual evidence of behavior. Ethnographic research: occurs when marketing researcher conduct field research by visiting peoples home sand offices to observe them as they go about everyday tasks. Netnogrpahy: a rapidly growing research methodology that adapts ethnographic research techniques to study the communities that emerge through computer- mediated communications. Identify online venues that could provide info related to the research qs. Select materials for analysis and classify material as social or informational and off topic or on topic categorize the types of participants involved in the discussions to be analyzed.
