Preview
Preview

Radian6 - Marketing Research Essays

:: 25 Works Cited
Length: 2495 words (7.1 double-spaced pages)
Rating: Blue      
Open Document
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Introduction
The purpose of this report is to provide information about Radian6's social media monitoring software and the use of their software to manage marketing information. The primary focus of this report is to analyse key issues that face marketing researchers in relation to the use of Radian6's software, and to provide recommendations to marketers who are considering using the software to gather marketing information and engage customers.
This report is made up of four key issues: choosing the right tools to gather primary data, ensuring relevance of netnographic data, gaining insight into data and using market data to help manage customer relationships .
Radian6 offers cloud-based software which gathers people's posts or comments (reactions) from online social media channels [see Appendix D].
Case Issues
Choosing the Right Tools to Gather Primary Data
The gathering of primary data is the key issue in this case because the enormous amount of data available makes it hard to collect data in an economical fashion and segment it appropriately and choosing the right tools for data gathering can make a big difference in effectiveness and efficiency.
Radian6's research approach is a form of ethnographic research known as netnography, a term coined by Kozinets (1998 ) and later defined by Kozinets (200 2, p. 1) as " ethnography adapted to the study of online communities."
This netnographic approach employed by Radian6 means that marketers can gain insights into customer opinions without bias caused by traditional contact methods and without invasion of the customer's privacy. Langer and Beckman (2005 ) found that cosmetic surgery consumers freely offered experiences and opinions via internet discussion boards due to the ...


... middle of paper ...


...vangelists, viewed 30 June 2011, http://www.radian6.com/wp-content/uploads/2010/12/R6_FindYourBrandEvangelists.pdf
Radian6 (2010b) Radian6 Playbook, viewed 28 June 2011, http://www.radian6.com/wp-content/uploads/2010/07/Radian6_PlayBook.pdf
Radian6 (2011) Radian6 Insights Overview, video recording, viewed 29 June 2011, http://www.youtube.com/watch?v=GgshLf8HaDU&feature=player_detailpage#t=29s
Rouholamini, M. and Venkatesh, S. (2011) International Journal of Information Technology and Knowledge Management, 4, 2, pp. 723-729, viewed 30 June 2011, http://www.csjournals.com/IJITKM/PDF%204-2/Article_71.pdf
van Herk, H., Poortinga, Y.H., Verhallen, T.M.M. (2005) Equivalence of survey data: relevance for international marketing European Journal of Marketing, 39, 3/4, pp. 351-364, viewed 01 July 2011, http://iba8010kelly.alliant.wikispaces.net/file/view/equivalence.pdf


Click the button above to view the complete essay, speech, term paper, or research paper








This essay is 100% guaranteed.


Title Length Color Rating  
Total Error in Marketing Research Essay - Total error in marketing research is the deviation between the true value and the observed value in the project. Numerous errors can affect the quality and credibility of the research findings. Two main types of errors have been identified: Random sampling errors and Non-random sampling errors. The first derives from how well the sample selected represent the population being studied while the latter represents all types of error that may occur from sources other than sampling. Since non-sampling error is very broad it has been divided into response errors and non-response errors....   [tags: marketing research, Malhotra, Briks & Wills]
:: 3 Works Cited
1646 words
(4.7 pages)
Powerful Essays [preview]
Marketing Research Tools Essay examples - Market Research Tools Marketing research is primarily focused on two categories of research: primary and secondary. These two forms of research provide insight into the driving source of the business, consumer behavior and attitudes, and possible pitfalls to the business. Secondary research provides knowledge gathered from within the business or already published information from outside of the business. Primary data is collected with specific purpose of creating a marketing strategy for the business conducting the research....   [tags: Marketing]
:: 3 Works Cited
1209 words
(3.5 pages)
Strong Essays [preview]
Marketing Research Tools Essays - Marketing Research Tools Business need tools to run properly and affordably. An automobile mechanic needs jacks, compressors, wrenches, and personnel to use the tools efficiently. Each tools has a specific purpose and if used correctly will make a repair quick and easy. Marketing research also uses tools for specific jobs and needs personnel who efficiently can manage the tools to satisfy customers. Marketing research can be broken down into two broad categories: primary research and secondary research....   [tags: Marketing]
:: 2 Works Cited
1245 words
(3.6 pages)
Better Essays [preview]
Marketing Research Tools Essay - Marketing Research Tools Once a decision is made to use marketing research, management goals and objectives determine the type of selection methods used. There are a wide range of market research tools and methods available to decision makers. Depending on the goals and objectives of the company, researchers have many options. Some of the research tools include mail and web surveys, personal interviews, and focus groups. This paper will discuss and differentiate among the various tools used in primary and secondary research as well as discuss the differences when using qualitative and quantitative approaches....   [tags: Marketing]
:: 1 Works Cited
1307 words
(3.7 pages)
Strong Essays [preview]
Marketing Research Essay - Importance of Marketing Research Companies use marketing research to identify problems or opportunities that they might encounter. Organizations may also use marketing research to identify their strengths and weaknesses, and certain trends that are forming in their market. H&R Block is a tax service company that prepares state and federal taxes for individual customers and small to mid-size companies (H&R Block, 2010). This company has defined their marketing research and has different types of marketing research techniques it uses....   [tags: Marketing]
:: 3 Works Cited
926 words
(2.6 pages)
Better Essays [preview]
Marketing Research Essay - According to the American Marketing Association: Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications....   [tags: Marketing ]
:: 2 Works Cited
1038 words
(3 pages)
Strong Essays [preview]
Marketing Research Essay - Introduction In almost every business companies look to improve their bottom line, keep existing customers, and make non customers new customers. Several ways to achieve these corporate goals are available. Trial and error is one method. Following the industry and the competition is another avenue is taken. However, there is one way that many companies don’t utilize enough. It is through the process of market research. Take a local hair salon as an example. It is likely they will do plenty of marketing to increase their client base, yet probably do very little in terms of research....   [tags: Marketing ]
:: 2 Works Cited
839 words
(2.4 pages)
Good Essays [preview]
Marketing Research Essay - Businesses want information to make decision about their management as well as specify their strategy to survive in market. Managers need to access, develop, analyse and distribute information to help them making decision. Marketing research is the way to gather information in area that link to consumer to figure out what they want to contribute company opportunity in market as well as organization developing because of uncertainly market need. There is several method of marketing research that company can use for improve their products or services....   [tags: Marketing] 801 words
(2.3 pages)
Better Essays [preview]
Marketing Research Essay - Safaricom is the leading telecommunications company operating in Kenya. It provides a host of products and services for telephony, GPRS, 3G, EDGE and data and fax. It has been faced with a number of problems with time, one of which is the entry of many other telecommunication companies into the market over the years. The companies include, Telkom Orange, Yu and Zain. So far the main rival is Zain. The problem caused by the entry of other companies is that they bring about unwanted competition (decrease in market share)....   [tags: Business Marketing Research] 756 words
(2.2 pages)
Strong Essays [preview]
Essay on Markering - Markering Introduction Steve Case founded America Online (AOL) in pre-Internet days when the networking of various computer systems was rather informal and difficult for all but the highly computer-literate to accomplish. His goal was to make accessing these networks easy enough for anyone to manage. Though AOL has changed dramatically since those days, ease of use has remained a primary consideration in all changes visible to the user. Much maligned by the more "serious" services (and their subscribers) in the past, AOL has risen to be the industry leader despite challenges and the image of being the J.R....   [tags: GCSE Business Marketing BTEC Coursework] 576 words
(1.6 pages)
Strong Essays [preview]