More and more companies have been interested in using social media for exploratory marketing research, rather than traditional focus group/interviews/surveys. Some marketing researchers have gone as far as saying that social media can become a complete replacement of traditional marketing research tools. For example, Bryce Maddock of SmarterSocialMedia.com said in a recent interview that “traditional market research is a thing of the past.”
Give one specific, concrete, real lifebusiness example where using social media as a research tool is better than focus group/interviews/surveys, and another example where focus group/interviews/surveys are better.
Social media is becoming a more important tool for market researchers to use when gaining information for consumer research. ASOS, a massive international online clothing retailer, uses social media to research with much success than any other method they may have wanted to implement. The target users for this online marketplace are people who spend most of their time on social media. ASOS executed a hashtag on Insragram, #asseenonme, encouraging the users to post their favorite products from the store for a chance to be featured on the ASOS Instagram feed. By doing so, they were able to see exactly which products are most popular among what kind of consumers, and were able to repost the most popular ones with information about how to obtain the product. Instagram offers “insights,” a tool for businesses to see how much activity each post generates. This allows the brand to research which product is getting the most attention and from whom, allowing them to target right to their ideal customers.
In companies such as Johnson and Johnson, where products need to be physically tested to research how consumers react to them, it is not ideal to use social media for research since it offers only visuals. In this case, most products would be ideally researched through diverse focus groups who can test and react to what the brand offers.
More and more companies have been interested in using social media for exploratory marketing research, rather...
For the following research descriptions, please indicate whether each is: (exploratory, descriptive, or causal): Exploratory research - Major emphasis: gaining ideas and insights Descriptive research - Major emphasis: determining the frequency with which something occurs Causal research - Major emphasis: determining cause-and-effect relationships 1. LoneStar Bank tests out new marketing offers by sending different offers to different groups and comparing the results. 2. LoneStar Bank conducts a study where it observes customers’ ATM transactions. 3. LoneStar Bank conducts a customer...
QUESTION 50 Effective social media advertising is the result of ________. systematic planning defined character customer dogmatism total freedom quirky novelty QUESTION 55 Global brands are viewed differently than local brands, and consumers worldwide associate global brands with three characteristics: quality signal, global myth, and social responsibility. True False QUESTION 59 COOKING OIL MINI CASE: Value Mart is a national grocery store chain that markets its own line of store-brand food products as a low-cost, high-value option for the cost-conscious...
In recent years, social media have become pervasive throughout society. No one can deny that social media have completely changed the context of privacy, shaping and reshaping relationships, exaggerating ideals of sharing, and reconstructing daily routines in order to visit one’s online friends at least once a day. Thanks to social media, people can now share every detail about the most mundane things in life. Updating where you are at any given moment alerts your friends to what you are...
Native Advertising Online, Mobile, and Social Media Marketing Marketers have always advertised in traditional media such Can Absolutely Break," IBM explains how businesses can as newspapers, television, and magazines, but today they use social media, and Cottonelle tells readers how to fix the are increasingly creating content for the online platforms of mistakes they are making in the bathroom. Social media are these media through native advertising, also called sponsored also getting in on the action. For example, Facebook reaped...
1. Why is growing the number of users such an important metric for social media companies? How does Metcalfe’s Law relate to the profitability of social media companies? 2. Most social media companies rely on ad revenue as their main source of income. What are other ways that LinkedIn generates income? Why is it important for a company to have multiple ways of generating income? 3.Why do recruiters and job seekers like LinkedIn? Explain why an employer may dislike LinkedIn....
Summarize the following information in easily way and in simple words as your understanding without missing the keywords. ( the Question will be 25 on this information in final ) MARKETING RESEARCH FOR THE NEW VENTURE Information for developing the marketing plan may necessitate conducting some marketing research. Marketing research involves the gathering of data to determine such information as who will buy the product or service, what is the size of the potential market, what price should be charged,...
Mike is the marketing manager for the Toxic Burger fast food chain and he just explained to the Board of Directors the short term pricing, promotion, product, and distribution. What Mike has described is known as the: Question 6 options: marketing action plan the 2005 Toxic Burger strategy the 4Ps marketing mix for Toxic Burger the sales plan the Toxic Burger annual report When a consumer sees a logo and makes associations with specific values and attributes, this is called...
Using Market Research to Redefine the YMCA The YMCA conducted marketing research to gain a better understanding of how its brand was viewed by consumers. This activity is important because marketers are frequently called on to design and implement marketing research projects. The goal of this activity is to apply marketing research frameworks to the YMCA's research activities. Read about YMCA's marketing research efforts and answer the questions that follow. Over the years, the YMCA has come to mean different...
What are your top 3 takaways from this article? It’s always tempting to see the present moment as the peak of chaos and disruption, whether we’re talking about politics or just how those teenagers behave today. The same is true in marketing, because in many ways that profession is always in a state of chaos and disruption. But I don’t think it’s hyperbole to apply “peak chaos and disruption” to social media marketing in the first quarter of 2018. Let’s...
Case study Company Case Campbell Soup Company: Watching What You Eat You might think that a well-known, veteran consumer products company like the Campbell Soup Company has it made. After all, when people think of soup, they think of Campbell’s. In the $5 billion U.S. soup market, Campbell dominates with a 44 percent share. Selling products under such an iconic brand name should be a snap. But if you ask Denise Morrison, CEO of Campbell, she’ll tell you a different...