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Marketing Research Articles Related to Social Media Research

Marketing Research Articles Related to Social Media Research

Showing items 1-20 of 116.

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Researching online communities

Published
December 2008
Authors
Deanna Lawrence and Susan Meier Roth
Abstract
Creating an online community allows a company to understand consumers' experiences and hear their stories in their own words. This article explores some of the types of research that can be conducted using communities and offers guidance on how to get the most value from a community-building effort.

The multicultural world of social media marketing

Published
June 2009
Authors
Felipe Korzenny and Lee Vann
Abstract
The authors present findings from a survey of social media usage among ethnic groups and argue that as these outlets become more and more a part of multicultural consumers’ lives, companies that incorporate them into their marketing plans will earn the loyalty of these segments.

Firms are going multi-platform to get their messages out to multicultural youth

Published
April 2010
Author
Amy Henry
Abstract
Using examples from brands like Hot Pockets, McDonald’s and Dr. Pepper, the author shows how some marketers are seizing on Web- and mobile-based methods to target Hispanic and African-American youths.

In Case You Missed It... July 2010

Published
July 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: new sarcasm algorithm; focus group for lefties; Millennials and social networking addiction

When your consumers are talking online, here are some tips on how to listen

Published
August 2010
Author
Andrew Wilson
Abstract
User-generated content is everywhere these days. But how do you make sense of the chatter? One successful approach outlined by the author is to analyze what’s being said and use the findings as a springboard for more rigorous research.

Thoughts on sampling and weighting in social media research

Published
August 2010
Author
Annie Pettit
Abstract
When analyzing data from social media, the choice of a sampling plan depends on the purpose of the research and how those results will be used afterwards. The author discusses three options and some of the issues surrounding the use of data from social media.

Cracking the code of social media data analysis

Published
August 2010
Author
Thomas Malkin
Abstract
While analyzing data from social media is something new to researchers, one way of extracting meaning from the data isn’t. Old-fashioned coding - with an assist from technology, of course - is an approach that can generate useful insights and bring clarity to a seemingly murky process.

Trade Talk: Book helps make sense of measuring social media

Published
August 2010
Author
Joseph Rydholm, Quirk's Editor
Abstract
Quirk's Editor Joe Rydholm reviews Jim Sterne's 2010 book, Social Media Metrics.

Three ways to add social methods to your research

Published
August 2010
Author
Tamara Barber
Abstract
The author discusses three ways in which market researchers can consider adding social methods to their range of research tools today: improving sample; encouraging organic conversation; and listening.

Creating consumer-brand connections via social media - why consumers care and what works

Published
August 2010
Authors
Brant Cruz and Josh Mendelsohn
Abstract
Companies are becoming increasingly connected to consumers via social media and integrating social media into the marketing mix requires a clear brand-by-brand understanding of which methods will reach the target audience.

Best practices for surveying niche social media members

Published
August 2010
Author
Teri Kaslow
Abstract
Researchers are faced with many opportunities - and challenges - when conducting surveys on niche social networking sites. The author offers advice on what to keep in mind and how niche sites present their own unique challenges.

How research vendors should use social media to market their businesses

Published
August 2010
Authors
Dana Stanley and Kristin Luck
Abstract
Many research vendors are unsure of how to get their piece of the social media pie, but these guidelines of how one can successfully make the transition into using sites like LinkedIn, Twitter, Facebook and Foursquare.

Marketing research within the financial services sector

Published
October 2010
Author
Doug Cottings
Abstract
To keep pace with market and societal shifts and changes, the financial services industry has had to use a variety of marketing research approaches, including emotional measurement and social media, to understand consumers’ relationship with their money.

The psychology of Facebook: what teens want from your brand online

Published
October 2010
Author
Amy Henry
Abstract
When marketing to teens and tweens via social media, it can be more valuable to show young participants what the mean to the brand instead of focusing on what the brand means to them. A look into the minds of youths reveals a desire to be heard and, more importantly, to fit in.

How NOT to create a social networking strategy

Published
October 2010
Author
Quirk's Staff
Abstract
As businesses of all stripes clamor to get their piece of the social media pie, many are finding their efforts falling flat. So while each business should create a carefully-tailored plan of action of its own, there are a few things all professionals would do well to avoid when finding a place in the Social Nation.

How consumers’ comfort with sharing via social media can help qualitative researchers

Published
December 2010
Author
Burt Leiman
Abstract
The rise of social media has had the added benefit for researchers of making it easier - and more socially acceptable - for respondents to go public with thoughts and feelings they might previously have kept hidden. Here’s how to make the new openness work for you.

In Case You Missed It... December 2010

Published
December 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: 2010 holiday trends; feelings on social networking; Gap's crowdscourcing gaffe

The 'why' behind the buy: Black Friday and Cyber Monday 2010

Published
December 2010
Author
Quirk's Staff
Abstract
Fort Washington, Pa., research company ListenLogic employed its social media listening methodology to analyze public online conversations throughout the Black Friday and Cyber Monday shopping period to understand how consumers think about, prepare for and act upon Black Friday and Cyber Monday shopping and how these behaviors differ.

Use these five Web-based approaches to shrink your research timelines, costs

Published
January 2011
Author
Andrew D. Cutler
Abstract
This article outlines the pros and cons of a handful of online research techniques, from text-message-based surveys to Web-assisted phone interviews.

Trade Talk: What’s keeping researchers awake at night?

Published
July 2011
Author
Joseph Rydholm, Quirk's Editor
Abstract
Editor Joseph Rydholm dives into the verbatim responses from Quirk's annual salary survey.