Discuss the role of social media in enabling the researcher to define the marketing research problem and in developing an approach.
Possible to identify industry experts, and an analysis of their social media sites can provide insights into their thinking as it relates to the problem at hand. Can help in gaining an understanding of the environmental context of the problem. In defining the marketing research problem, analysis of social media content can provide a good idea of the broad scope of the problem and aid in identifying the specific components.
Can be used to incorporate feedback from customers as to whether the researchers are on the right track because the analytical models developed and the research questions as posed by the firm were consistent with and abased upon consumer thinking and insights. Allow researchers to customize their interaction with each group of consumers by selectively choosing the platform on which to interact.