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IMR (Netnography (big data (creating transparency (discover needs, improve…

- - - - adaptable
        
        crowdsourcing
        
        advantages
        
        disadvantages
        
        incentives might influence behaviors
        
        repeated participation
        
        reliable as people are paid
        
        greater attention
        
        responsible behavior
  - - - disadvantages
        
        hard to generalize
        
        focus on textual data
        
        you dont see facial expression
        
        competitiors talk shit about you
        
        ethics if private or public
      - people are more open
        
        diverse people
        
        cheaper and faster
        
        easier to conduct
  - - - discover needs, improve performance
        
        segmenting populations to customize action
        
        replacing/supporting human decisions with automated algorithms
        
        innovating new business midels, product, services
    - - data policies
        
        tech and techniques
        
        talent need
        
        access to data
        
        industry structure
    - - measurement error is tolerable
        
        N = all so smaple is population
        
        samples are unbiased
        
        causation is not needed
        
        theory is not needed
- - - - diagnostic
        
        predictive
        
        forecasting
        
        explaining data
      - gathering/presenting factual info
  - - - selective
        
        evaluative
        
        assessing performance
        
        evaluation of alternatives
        
        best option
      - developing marketing options
    - - exploratory
        
        descriptive
        
        causal
        
        determines which variables cause a change in another
        
        causality requirements
        
        temporal sequence
        
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        who, when, what
        
        variable relationships known
        
        info about association of variables
        
        increase understanding of concept
        
        clarify nature
        
        identify important variables
        
        highly flexible
- - - - disadvantages
        
        managers mislead by seeming understandability
        
        recruiting is difficult
        
        moderator cant show behavior
        
        dominant respondents sway others
      - interactons stimulate new ideas
        
        goup pressures -> realistic thinking
        
        observing customers
        
        faster than other techniques
        
        results are easily understandable
    - - individual depth interviews
        
        customer care research
        
        hermenuetic research
        
        delphi method
        
        projective test
        
        finding out true meanings
        
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        knowledgable people
        
        rounds of data collection
        
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        real conversation
        
        variation from depth interviews
        
        understand the purchase process
        
        costly
        
        detailed answers
        
        relatively unstructured
        
        eliminates group pressure
        
        norverbal feedback seen
        
        costly
      - Survey research
        
        can be both qualitative and quantitative
        
        usually quantitative
        
        Sampling error
        
        random error
        
        systematic error
        
        sample design error
        
        measurement error
        
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        selection error
        
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        mistakes or problems
        
        difference between sample and population value
        
        types of surveys
        
        door to door
        
        executive interviews
        
        mall intecept inteviews
        
        telephone interviews
        
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        popular, face to face
        
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        expensive
        
        cancellations are common
        
        immediate response
        
        respondent at ease
        
        Experiments
        
        field experiment
        
        laboratory experiment
        
        controlled setting
        
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        real environment
        
        spurious factors cannot be controlled
        
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        experimental designs
        
        researcher can control one or more independant variables
        
        4 factors
        
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        limitations
        
        high costs
        
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        types of experimental desgins
        
        pre experimental design
        
        true experiental design
        
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        one shot case study
        
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        scales
        
        nominal
        
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        reliability
        
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        types of scales
        
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- - - - only proportions
        
        chi squared tests
        
        one group
        
        compare to expected value
        
        do more people like snacks then chocolate
        
        multiple groups
        
        of proportions
        
        does the choice for snacks or chocolate depend on gender
      - chocolate - snacks (two options of dependent variables)
    - - t-test or pearson
        
        depends on number of groups
        
        multiple
        
        unpaired t test
        
        single
        
        what are you comparing?
        
        one variable
        
        expected value of population
        
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        multiple variables
        
        paired t test
        
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