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Lecture 13

MKTG 345 Lecture Notes - Lecture 13: Social Media Marketing, Content Analysis

Course Code
MKTG 345

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Social Media Marketing Class notes 26 oct
Social Media for consumer insight
Chapter objectives
-role of social media in research
qualitative social media research
quantitative social media research
research errors and biases
Role of social media in research
-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
Qualitative social media research
Observational research: involves recording behavior or the residual evidence of
Ethnographic Research: occurs when marketing researcher conduct field research
by visiting peoples home sand offices to observe them as they go about everyday
find more resources at
find more resources at
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