Traditional research vs Social Media research
In a world that nothing remains intact over time, business and its related parties perform drastic changes in their operations in order to adjust to the constantly evolving status quo.
Based on that, would it be safe to assume that traditional research would be replaced by social media research? Social media are the future of market research since they allow the extraction of customer insights from information that individuals have voluntarily shared on the World Wide Web. Even though it sounds very convenient, accurate and cost effective, social media research cannot replace the necessity of traditional research - at least not at the moment.
Despite their efficiency, social media lack the capability to transmit in depth qualitative data that enhance the researcher's comprehensive understanding of customer needs. Apart from inability to generate accurate demographic data, social media do not offer information about non-internet users. In addition, the use of customer data available on the web are not necessarily suitable for research purposes since the individuals have not consented in such use of their personal information.
Will surveys ever be replaced? There is a lot to be debated, but it is definite that the combination of the two research approaches would provide invaluable information to businesses that will assist in the making of products - even more - tailored to the increasing needs of the modern consumer.
http://news.yahoo.com/comparing-social-media-traditional-research-maritz-research-randy-071227383.html
In a world that nothing remains intact over time, business and its related parties perform drastic changes in their operations in order to adjust to the constantly evolving status quo.
Based on that, would it be safe to assume that traditional research would be replaced by social media research? Social media are the future of market research since they allow the extraction of customer insights from information that individuals have voluntarily shared on the World Wide Web. Even though it sounds very convenient, accurate and cost effective, social media research cannot replace the necessity of traditional research - at least not at the moment.
Despite their efficiency, social media lack the capability to transmit in depth qualitative data that enhance the researcher's comprehensive understanding of customer needs. Apart from inability to generate accurate demographic data, social media do not offer information about non-internet users. In addition, the use of customer data available on the web are not necessarily suitable for research purposes since the individuals have not consented in such use of their personal information.
Will surveys ever be replaced? There is a lot to be debated, but it is definite that the combination of the two research approaches would provide invaluable information to businesses that will assist in the making of products - even more - tailored to the increasing needs of the modern consumer.
http://news.yahoo.com/comparing-social-media-traditional-research-maritz-research-randy-071227383.html
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