MKTG-430 Lecture Notes - Lecture 24: Social Media Measurement, Mystery Shopping, Rapidminer
Social media insights
Social media in research
• Social customer care
• Market research
• Campaign assessment
Categories of research
• Quantitative research
o Research involving the use of structured questions in which response options
have been predetermined and a large number of respondents involved
• Qualitative research
o Research involving collecting, analyzing, and interpreting data by observing what
people do and say
o Observational
▪ Observing and recording behavior or residual evidence of behavior
▪ Especially useful for social listening
▪ Direct observation: observing behavior as it occurs
▪ Indirect observation: observing the effects or results of the behavior
rather than the behavior itself
• Archives: secondary sources, such as historical records, that can
be applied to the present problem
• Physical traces: tangible evidence of some past event
• Covert observation: subject is unaware that he or she is being
observed, such as mystery shopping
• Overt observation: respondent is aware that he or she is being
observed, such as Aito’s PRM, hih oitos the edia to
which a consumer is exposed
• Structured- research identifies beforehand which behaviors are to
be observed and recorded (often there is a checklist)
• Unstructured- all behavior is observed, and the observer
determines what is to be recorded
• In situ- the researcher observes the behavior exactly as it happens
• Invented- the researcher creates the situation
o Ethnographic (netnographic)
▪ Applying ethnographic study of communities to online environments
▪ Especially useful for deep understanding of a specific community or
target audience
o In-depth interview-
▪ is a set of probing questions posed one-on-one to a subject by a trained
interviewer so as to gain an idea of what the subject thinks about
something or why he or she behaves a certain way?
o Laddering-
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Social media in research: social customer care, market research, campaign assessment. In situ- the researcher observes the behavior exactly as it happens. Invented- the researcher creates the situation: ethnographic (netnographic, applying ethnographic study of communities to online environments, especially useful for deep understanding of a specific community or target audience. Newer focus groups: online focus groups- a form of contemporary focus groups, one in which the respondent and/or clients communicate and/or observe by use of the internet. Some objectives of focus groups: to generate ideas, to understand consumer vocabulary, to reveal consumer goods, motives, perceptions and attitudes about product or services, to understand findings from quantitative studies. Depending on the (cid:396)esea(cid:396)(cid:272)h (cid:395)uestio(cid:374), the (cid:396)esea(cid:396)(cid:272)he(cid:396) (cid:272)a(cid:374) p(cid:396)ese(cid:374)t spe(cid:272)ifi(cid:272) s(cid:272)e(cid:374)a(cid:396)ios (you"(cid:448)e gone to the teacher to complain about the amount of homework they set) or keep it (cid:373)o(cid:396)e ope(cid:374) (you"(cid:448)e go(cid:374)e to talk to you(cid:396) (cid:272)hild"s tea(cid:272)he(cid:396)
