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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 5: Other topics in research and analytics

G. Scott Erickson


Chapter 5 covers other areas of research impacted by the big data and marketing analytics trend, those beyond the research designs of previous chapters. The chapter reviews traditional concepts before discussing what changes are apparent. Specifically, the chapter looks at determining decision problems and research problems, ethics, sampling and administration, SWOT analysis and competitive intelligence. Each has been affected by big data and new collection and analysis techniques. In particular, data mining and continuous collection of information have made explicit decision and research problems less critical, new ethical considerations arise with the constant unobtrusive collection of individually identifiable data, large samples and even entire populations used in contemporary research can be reached easily by internet and mobile devices, SWOT inputs can be gathered widely and continuously, and competitive intelligence can take advantage of the constant interaction between marketers and their targeted customers.

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