1. MARKET DATA COLLECTION
METHODS
Students:
•K7
•Ricardo
•Saeed
•Thang Vu
•Thiago Resende

2.  Critically evaluate the strengths and weaknesses of
alternative methods of market data collection and analysis
and the insights into a market that they can give.
Introduction

3. Introduction
• Observation
• Focus Groups
• Surveys
• Behavioral data
• Experiments
• Questionnaires
TraditionalMethods
New
Trends
Define the problem
and research
objectives
Develop the
research plan
Collect the
information
Analyze the
information
Present the
findings
Make the decision
Qualitative
Data
Quantitative
Data
• Buzzmetrics
• Etnography
Netnography

4. Surveys
 Personal
interview
(intercepts)
 Mail
 In-house, self-
administered

Telephone, fax,
e-mail, Web
Quantitative Data
Primary
Research
Experiments
Mechanical
observation
Simulation
Qualitative Data
Case studies
Human
observation
Individual depth
interviews
Focus groups
Primary Research Methods & Techniques

5. a) Netnography helps researchers to listen in on web
conversations in order to learn about what actually drives
consumers and understand the inner nature of consumer
behaviour.
b) The word “netnography” comes from “Inter[net]” and
“eth[nography]” and was a process and term coined by Dr.
Robert V. Kozinets.
c) As a method, “netnography” can be faster, simpler, and less
expensive than ethnography, and more naturalistic and
unobtrusive than focus groups or interviews.
Netnography - Definition

6. Netnography - Steps
1. Definition
of research
field
2.
Community
identification
and select
3.
Community
observation
and data
gathering
4. Qualitative
analysis and
identification
of consumers
insights
5. Translation
of data in
products or
solutions

7. • PASSAGEM PROMOÇÃO is a Brazilian website focused
in write articles about domestic and international flight
fares.
• The audience is a middle class Brazilian consumers who
have interest in travels and different countries.
Case study – Passagem promoção
7.400 “Likes” in the Facebook Fan Page
More than 2.500 Feed subscribers
500 followers on Twitter
160.000 monthly page views

8. Real-time online data
Online surveys

9. Different types of collecting data