TAILIEUCHUNG - Lecture Marketing research essentials (9th Edition): Chapter 6 - McDaniel, Gates

Chapter 6 explores the ever-increasing role of the Internet in secondary data searches, qualitative research, and survey research, all fostered by digital devices and social media. | Chapter Six 6-1 Online Secondary Data Resources 6-2 Key Terms & Definitions Online Secondary Data Resources 6-3 Key Terms & Definitions Online Secondary Data Resources 6-4 Key Terms & Definitions Newsgroup: 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. Probably, the professor could demonstrate the use of a Newsgroup in class if the room is wired to the internet. Blogs or Web logs Things to Consider: Use a blog to talk to customers and businesses. Use a blog to recruit respondents for surveys. Use blogs as a form of individual depth interview. Blogs can be used to open up rich and insightful worlds. Blogs can be confessional in nature. Blog writers can get pleasure in revealing details about products. 6-5 Key Terms & Definitions This .

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