MARK 305 Chapter 7: CHAPTER 7
30 Jan 2017
School
Department
Course
Professor
Document Summary
Chapter 7: using the internet for marketing research. 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. It can be executed quickly, but can last longer (in a time-extended online group) It is good for generating fresh ideas / brainstorming. Participants provide valuable information for the next research phase. Respondents may be more open than in traditional groups, shyness easier to overcome. There is a loss of group, hands-on, dynamic. Some kinds of external stimuli eliminated - can"t handle a prototype, get tactile input. Security - you don"t know who is at the computer. Attention to the topic - participants often drift. Role and skill of moderator is not often fully realized.
