Market data collection methods
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  • 1. MARKET DATA COLLECTION METHODS Students: •K7 •Ricardo •Saeed •Thang Vu •Thiago Resende
  • 2.  Critically evaluate the strengths and weaknesses of alternative methods of market data collection and analysis and the insights into a market that they can give. Introduction
  • 3. Introduction • Observation • Focus Groups • Surveys • Behavioral data • Experiments • Questionnaires TraditionalMethods New Trends Define the problem and research objectives Develop the research plan Collect the information Analyze the information Present the findings Make the decision Qualitative Data Quantitative Data • Buzzmetrics • Etnography Netnography
  • 4. Surveys  Personal interview (intercepts)  Mail  In-house, self- administered  Telephone, fax, e-mail, Web Quantitative Data Primary Research Experiments Mechanical observation Simulation Qualitative Data Case studies Human observation Individual depth interviews Focus groups Primary Research Methods & Techniques
  • 5. a) Netnography helps researchers to listen in on web conversations in order to learn about what actually drives consumers and understand the inner nature of consumer behaviour. b) The word “netnography” comes from “Inter[net]” and “eth[nography]” and was a process and term coined by Dr. Robert V. Kozinets. c) As a method, “netnography” can be faster, simpler, and less expensive than ethnography, and more naturalistic and unobtrusive than focus groups or interviews. Netnography - Definition
  • 6. Netnography - Steps 1. Definition of research field 2. Community identification and select 3. Community observation and data gathering 4. Qualitative analysis and identification of consumers insights 5. Translation of data in products or solutions
  • 7. • PASSAGEM PROMOÇÃO is a Brazilian website focused in write articles about domestic and international flight fares. • The audience is a middle class Brazilian consumers who have interest in travels and different countries. Case study – Passagem promoção 7.400 “Likes” in the Facebook Fan Page More than 2.500 Feed subscribers 500 followers on Twitter 160.000 monthly page views
  • 8. Real-time online data Online surveys
  • 9. Different types of collecting data