tailieunhanh - Lecture Marketing research essentials (9th Edition): Chapter 6 - McDaniel, Gates

Chapter 6 explores the ever-increasing role of the Internet in secondary data searches, qualitative research, and survey research, all fostered by digital devices and social media. | Chapter Six 6-1 Online Secondary Data Resources 6-2 Key Terms & Definitions Online Secondary Data Resources 6-3 Key Terms & Definitions Online Secondary Data Resources 6-4 Key Terms & Definitions Newsgroup: An Internet site where people can read and post messages devoted to a specific topic. When finding a particular newsgroup: Connect to the internet in your usual way. Open your newsreader program. Search for the topic of interest. Select the newsgroup of interest. Begin scanning messages. Probably, the professor could demonstrate the use of a Newsgroup in class if the room is wired to the internet. Blogs or Web logs Things to Consider: Use a blog to talk to customers and businesses. Use a blog to recruit respondents for surveys. Use blogs as a form of individual depth interview. Blogs can be used to open up rich and insightful worlds. Blogs can be confessional in nature. Blog writers can get pleasure in revealing details about products. 6-5 Key Terms & Definitions This . | Chapter Six 6-1 Online Secondary Data Resources 6-2 Key Terms & Definitions Online Secondary Data Resources 6-3 Key Terms & Definitions Online Secondary Data Resources 6-4 Key Terms & Definitions Newsgroup: An Internet site where people can read and post messages devoted to a specific topic. When finding a particular newsgroup: Connect to the internet in your usual way. Open your newsreader program. Search for the topic of interest. Select the newsgroup of interest. Begin scanning messages. Probably, the professor could demonstrate the use of a Newsgroup in class if the room is wired to the internet. Blogs or Web logs Things to Consider: Use a blog to talk to customers and businesses. Use a blog to recruit respondents for surveys. Use blogs as a form of individual depth interview. Blogs can be used to open up rich and insightful worlds. Blogs can be confessional in nature. Blog writers can get pleasure in revealing details about products. 6-5 Key Terms & Definitions This information lends itself to an class demo, also. It is good to stress that anything can be put on the Internet, and one does not always know the legitimate ones from those that are bogus. Moderators can see and hear participants, so greater context is possible and probing is not compromised. Participants can log in from any part of the country/world. Built-in collaboration tools enable moderators to show multiple forms of stimuli to the group. Participants provide valuable information for the next research phase Webcam Online Focus Groups 6-6 Key Terms & Definitions Advantages: Used to simplify virtual business meetings Remote participating technology Screens are used to display live feeds Use of moderators Participants can be in different cities Improving Virtual Focus Groups with Telepresence 6-8 Key Terms & Definitions Channel M2 provides market researchers with user‐friendly virtual interview rooms, recruiting, and technical support for conducting virtual qualitative research .

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