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Final

MKTG 345 Study Guide - Final Guide: Media Monitoring, Categorical Variable, Sampling Error


Department
Marketing
Course Code
MKTG 345
Professor
You
Study Guide
Final

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Study Guide for Social Media Final Exam chap 9
Qualitative Social media research
Tools = technorati, social mention, whostalking, google alerts, google trends
Secondary research: information already collected and available for us
Primary research: information collected solely for the research purpose at hand
Ethnographic research: occurs when marketing researchers conduct field research by
visiting people's homes and offices to observe them as they go about everyday tasks
Netnography: a rapidly growing research methodology that adapts ethnographic
research techniques to study the communities that emerge through computer mediated
communications
How can we use netnography?
- Identify online venues that could prove info realted to the reserach Qs
- Select online communities that are focused on a particular topic or segment that
have high “traffic” of posting, have a relatively lg number of active poster, and
appear to ahve detailed posts
- Learn about the groups cultrue including it’s characteristics, behaviors and
language
- 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
- Utilize member checks, following content analysis of the discourse to ensure
members feel their attitudes and behaviors have been accurately interpreted
Qualitative key performance indicators or (KPIs)
find more resources at oneclass.com
find more resources at oneclass.com
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