ch7_11_Post - Chapter Seven Online Marketing Research Fall...

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Chapter Seven Online Marketing Research Fall 2011 Professor
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22 Key Areas of Application: For secondary research/data For qualitative research Focus groups Survey research
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US Small Business Administration US Bureau of Labor Statistics US Federal Statistics US Census Bureau Online Secondary Data Resources
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Low costs & no geographic barriers; It can be executed quickly; It is good for generating fresh ideas / brainstorming; It can enhance other data collection methods; Participants provide valuable information for the next research phase. There is a loss of group, hands-on, dynamic; Projective techniques less effective; Exposure to external stimuli stymied; Security - you don’t know who is at the computer; Non-verbal inputs will be generally/often missed; Attention to the topic - participants often drift; Loss of direct client observational involvement; Often misused as representative the population; Role and skill of moderator is not often fully realized. The interpretation is subjective;
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ch7_11_Post - Chapter Seven Online Marketing Research Fall...

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