MARKET DATA COLLECTION
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.
• Focus Groups
• Behavioral data
Define the problem
Make the decision
Primary Research Methods & Techniques
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
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
Netnography - Steps
of data in
• PASSAGEM PROMOÇÃO is a Brazilian website focused
in write articles about domestic and international flight
• 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