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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 3: Descriptive research design

G. Scott Erickson


Chapter 3 discusses the nature of modern descriptive research design, quantitative data collected from large samples but without the rigor of a formal experiment. Traditional descriptive approaches and techniques are presented, including existing data, observation and communication. The chapter includes common concerns with questionnaires such as respondent cooperation, instrument design and method of administration. The emphasis is on broad trends in observation research (or observation combined with communication), ongoing relationships with respondents, and engagement. In particular, examples from advertising evaluation, social media observation, shopper tracking, and insight panels/enthusiast groups are employed to explain current trends.

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