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New Methods of Market Research and Analysis

G. Scott Erickson

New Methods of Market Research and Analysis prepares readers for the new reality posed by big data and marketing analytics. While connecting to traditional research approaches such as surveys and focus groups, this book shows how new technologies and new analytical capabilities are rapidly changing the way marketers obtain and process their information. In particular, the prevalence of big data systems always monitoring key performance indicators, trends toward more research using observation or observation and communication together, new technologies such as mobile, apps, geo-locators, and others, as well as the deep analytics allowed by cheap data processing and storage are all covered and placed in context. This book can be used as a supplement to a traditional marketing research text or on its own.
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Chapter 2: Exploratory research design

G. Scott Erickson


Chapter 2 looks at the basics of exploratory research design, chiefly characterized by qualitative data, small samples, and the search for new insights. Standard approaches through existing data, observation and communication are reviewed as are familiar techniques such as focus groups, depth interviews, ethnographic studies and projective techniques. With this background, contemporary research from qualitative research providers such as ReD Associates is examined, stressing both the similarities and differences in current practice. In particular, new initiatives enabled by big data and analytics are highlighted, showing the impact even on qualitative studies. The blending of observation and communication, longer or repeated data-gathering opportunities, and gamification are all discussed in the context of traditional exploratory designs.

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