MKT 337 Lecture Notes - Lecture 9: Sentiment Analysis, Scientific Method, Focus Group
Document Summary
Scientific method: a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them. Hypotheses: educated guesses about the relationships between things or about what will happen in the future. Marketing research process: a five-step application of the scientific method. Situational analysis: an informal study of what information is already available in the problem area. Secondary data: information that has already been collected or published. Primary data: information specifically collected to solve a current problem. Sentiment analysis: an automated process of analyzing and categorizing social media to determine the amount of positive, negative, and neutral online comments a brand receives. Research proposal: a plan that specifies what marketing research information will be obtained and how. The way the data will be acquired. Ethnographic research: research that investigates the actions of consumers in the natural habitat. Qualitative research: seeks in-depth, open-ended responses, not yes or no answers.
