MARK 302 Chapter Notes - Chapter 9: Focus Group, Questionnaire Construction, Group Dynamics
18 Oct 2016
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Vast majority of marketing research companies conduct some form of online research. Online survey research has replaced cati as most popular mode of collection. Internet data collection is also rated as having greatest potential for further growth. Of market research companies are still relying on paper surveys. A lot free, but syndicated marketing research reports must often be bought. Newsgroup - internet site where people can read and post messages devoted to a specific topic. Companies use to communicate directly with customers and other businesses. Market researchers use to monitor brands, track trends, profile customers, and identify unmet needs. Primary form of this is focus groups. Two categories in online world: traditional (synchronous group, online bulletin boards (asynchronous group) Online bulletin boards let participants provide responses anytime during time period (questions posted each day) Moderator answers questions from participants throughout day. Questions for next day can be modified based on what participants have to say.
