Research using Digital Media

1. Social Media Marketing > Marketing Research and Consumer Created Content Research using Digital Media Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing

2. Social Media Marketing > Marketing Research and Consumer Created Content Marketing Information Systems Set of procedures and methods that regularly generates, stores, analyzes and distributes marketing information Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing

3. Social Media Marketing > Marketing Research and Consumer Created Content Marketing Research Systematic gathering, recording and analyzing of information about problems related to marketing goods and services Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing

4. Social Media Marketing > Marketing Research and Consumer Created Content Obtaining Data • Primary data • Secondary data Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing

5. Social Media Marketing > Marketing Research and Consumer Created Content Secondary Data Information previously collected for another purpose • External Sources • Internet Sources • U.S. and State Government • Specialized research companies • Business Publications • Trade organizations • Internal Sources • Monthly sales • Customer locations • Customer buying patterns • Popular products Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing

6. Social Media Marketing > Marketing Research and Consumer Created Content Primary Data Data obtained for the first time and used specifically for a particular question, problem or issue • Survey method • Most frequently used • Sample • Internet surveys • Interviews • Observation method • Mystery shopping • Point-of-sale research • Experimental method • Test markets • Package designs • Media • Promotions Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing

7. Validity and Reliability • Validity – questions asked measure what was intended to be measured • Reliability – research technique produces nearly identical results in repeated trials

8. Developing A Questionnaire Common Types of Questions Open ended questions: respondents construct their own answers to the question Forced-choice questions: respondents choose from a list of choices. Rating Scales – respondents choose numerical or graded choices

9. Two- Choice Questions Please answer Yes or No to the following questions: • Did the associates make you feel welcome? Yes No • Are you satisfied with the selection? Yes No • Was the service prompt? Yes No

10. Multiple Choice Questions 1. Please choose which of the following is most important to you when deciding where you shop for clothes: A. Changing Rooms B. Customer Service C. Price D. Selection E. Store Location F. Other _______________________

11. Rating Questions • Please rate the following: Prices: Excellent Good Fair Poor Selection: Excellent Good Fair Poor Cust. Service: Excellent Good Fair Poor

12. Rating Questions using Likert Scale On a scale from 1-10 (1 = poor and 10= excellent) how satisfied are you with the prices? 1 2 3 4 5 6 7 8 9 10 On a scale from 1-10 (1 = poor and 10= excellent) how satisfied are you with the merchandise selection? 1 2 3 4 5 6 7 8 9 10

13. Questionnaire Format • Use a variety of questions • Write clear directions for each section • Well written and easy to read • Number all questions • Alphabetize multiple choice responses. • Directional to go to next page (if necessary) • Test your questionnaire on a small group

14. Social Media Marketing > Marketing Research and Consumer Created Content Research using Digital Media • Online research methods • online ethnography • online focus groups • online interviews • online clinical trials • web-based experiments • online questionnaires Digg Website View on Boundless.com

15. Social Media Marketing > Marketing Research and Consumer Created Content Ethnography • Scientific description of the customs of individual peoples and cultures Advantages Disadvantages Slow and labor-intensive Behavior modified for observer Expensive (time and travel) Reluctance to participate Limited geographically due to cost • Powerful way to study and explain human behavior http://www.decisionanalyst.com/publ_art/OnlineEthnography.dai

16. Social Media Marketing > Marketing Research and Consumer Created Content Online Ethnography • Sample of TM chosen for online panel • Panel members accustomed to online surveys • More people willing to participate • Sense of anonymity and safety • High level of self-disclosure • Normal routines not disrupted • Greater reflection in responses http://www.decisionanalyst.com/publ_art/OnlineEthnography.dai

17. Social Media Marketing > Marketing Research and Consumer Created Content Research using Digital Media • Online research methods • online ethnography • online focus groups • online interviews • online clinical trials • E.g. new medicines • web-based experiments • online questionnaires Digg Website View on Boundless.com

18. Data Analysis • Average (Mean) • Median and Mode • Measures of Dispersion • The range • The mean deviation • The standard deviation • Factor Analysis • Cluster Analysis • Regression Analysis http://www.marketresearchworld.net/content/view/21/41/

19. Level of Satisfaction with ABC Credit Union Drive-through window