a form of observational research that involves sending trained observers to watch and interact with consumers in their “natural habitat” netography research – observing consumers in a natural context on the internet, observational and ethnographic research often yields the kinds of details that just don’t emerge from traditional research questionnaires or focus groups whereas traditional quantitative research approaches seek to test known hypotheses and obtain answers to well-defined product or strategy questions, observational research can generate fresh customer and market insights that people unwilling or unable to provide. - survey research gathering primary data by asking people questions about their knowledge, attitudes preferences, and buying behavior best suited for gathering descriptive information the major advantage is flexibility problems: - people cant remember or have never thought they do and why - people might unwilling to respond
- people might answer but actually don’t know the answer - or might give the pleasing answer - experimental research gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses best to gather casual information tries to explain cause and effect relationship 2. Contact method - mail telephone and personal interviewing mail questionnaires – used to collect large amounts of information at a low cost per respondent. The respondents may give honest answer to more personal question on a mail questionnaire rather than unknown interview Telephone interviewing – for gathering information quickly, and it provides greater flexibility than mail questionnaires. Cost per respondent is higher than with mail or online questionnaires The method is bias Personal interviewing – two form: individual interviewing (involves talking with people in their homes or offices and flexible), group interviewing (consists of inviting six to ten people to meet with a trained moderator to talk about…) the moderator “focuses” the discussion – focus group interviewing focus group not always honest immersion groups – small groups of consumers who interact directly and informally with product designers without a focus group moderator present. - online marketing research online marketing research - collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers’ online behavior the internet is especially well suited to quantitative research online research also usually costs much less than research conducted through mail, phone, or personal interview the internet is excellent medium for reaching the hard-to-search consumer data collection use qualitative internet based research approaches online focus group – gathering a small group of people online with a trained moderator to chat with a product, service, or organization and to gain qualitative insights about consumer
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- Spring '11
- Marketing, researcher