Part 2. Marketing Research 2.0 

There are various methods marketing research companies use to gather data. Some are very established, traditional e.g., interviews, focus groups, and surveys while others are very new and emerging e.g., mobile surveys, online communities, and social media analytics. In 2020 with the pandemic, we see these emerging techniques used increasingly. You may find some good examples of these techniques mentioned in Abboud (2019) and GreenBook (2020). Both sources are posted in the course LMS page.

In this assignment, our aim is to understand how these new techniques are used in practice. Please pick one emerging marketing research technique, to first explain it and then to search for a brand that uses it in their marketing practices. Both the technique and the brand are of your own choice but the important point is that by using a real brand you are supposed to show case how this technique is used in practice.

1. Provide some background information on the technique.

a)    What is the technique’s core benefit?

b)    List some important points to consider while conducting a research with this technique.

c)     What are some associated risks and costs? 

2. Explain how one brand uses this technique in its marketing practices.

a)    What is the brand’s core marketing strategy?

b)    Describe at least two ways how this new technique helps the brand to achieve higher performance and competitive advantage.

The purpose of the individual assignment is threefold:

·         To self-learn a marketing research technique,

·         To conduct secondary data search on a technique and its application on a brand, and

·         To learn how to cite properly.

PLEASE DO IT AFTER READING WORD DOCUMENTS