MKTG 345 Study Guide - Final Guide: Media Monitoring, Categorical Variable, Sampling Error
Document Summary
Study guide for social media final exam chap 9. 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. 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.
