KIC000069 - -•••Discuss the profoundimpact...

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Unformatted text preview: - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - -•••Discuss the profoundimpact oftheInterneton marketingresearchChapter 8 DecisionSupport SystemsandMarketingResearchImpactof theInternet•Allowsbetterand fasterdecisionmaking•Improvesabilityto respondquicklytocustomerneedsandmarketshifts•Makestouow-upstudiesand trackingresearcheasier•Slasheslabor-andtime-intensiveresearchactivitiesand costsrs::JIlAdvantagesof InternetSurveysRapid development:Real-timereportingInternetSamplesUses of theInternetbyMarketingResearchersI-•.'.,.~ '~ ift'm ;ConductfocusgroupsProcess for OnlineFocus Groups71.2.3.4.s,[LO'I6.Build a databaseof respondentsvia Website screeningquestionnaireIdentify qualifiedindividualsvia a-mailDevelop a discussionguideModeratorruns groupbytyping inquestionsonlinefor all to seeEnvironmentis similar to a chat roomFinn captures thecompletetextof thefocusgroup9Types of Online Focus Groups"",",_"@;_;;;iI\iGChapter 8 DecisionSupport SystemsandMarketingResearch...
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KIC000069 - -•••Discuss the profoundimpact...

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