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Lecture 13

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


Department
Marketing
Course Code
MKTG 345
Professor
You
Lecture
13

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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
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
find more resources at oneclass.com
find more resources at oneclass.com
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