Discovering Insights Flashcards
The _____ begins with a set of research goals that clarifies the direction of the research and identifies a problem the brand wants to fix.
Market Research Process
____ refers to information that exists already which was probably gathered for another purpose.
Secondary Data
____ involves conducting studies that help answer the remaining questions.
Primary Data
Market Research Process
- Define the problem and objectives
- Develop the research questions
- Determine the research design
- Identify secondary sources
- Plan primary research
- Sample and collect data
- Analyze Data
- Report results, conclusions, and recommendations
___ is a comprehensive research document that guides a company’s strategy planning, implementation, and evaluation process.
Situation Analysis
Sources of information for a situation analysis
- Industry Data
- Market Segmentation
- Current Marketing Strategies
- Digital Strategies
- Brand Communications
- Social Media Strategy
The process of collecting information by scanning information on social media sites.
Social Media Listening
Social Media Listening Insights
- Evaluate brand sentiment
- Monitor competitors
- Track trends
- Analyze keywords
- Identify bloggers
- Determine site analytics
___ refers to how people feel about a brand, typically ranging from positive to negative.
Brand Sentiment
____ is where a person can input a sentence and the system will analyze it to determine whether the statement is positive, negative, or neutral.
Sentiment Analysis
____ is where a sentence will be analyzed to determine whether the person who wrote it intends to make a purchase.
Intention Analysis
___ is a technique that researchers have used to examine the behavior of consumer tribes and how they affect brand strategy.
Netnography
___ is when researchers deeply analyze consumers by interviewing them in their personal spaces, asking them questions about their lives as expressed by their individual environments, their possessions, and homes.
Ethnography
Mobile is increasingly becoming a venue for conducting market research is known as ____.
Mobile Research (M-Commerce)
___ is a qualitative research method that is used to judge information.
Content Analysis
