Lecture Marketing research (10th edition): Chapter 8 - McDaniel, Gates
Lecture Marketing research (10th edition): Chapter 8 - McDaniel, Gates
Chapter 8 - Primary data collection: Observation. What is observation research, and how is it used in marketing research? What is ethnography, and why is it so popular? Observation research has exploded on the Internet and social media. Why? Why is online observation research so controversial? What are the machines that can be used in observation research, and what kind of data do they produce? We will answer these questions in chapter 8.