Social media's emerging importance in market research

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of the study is to investigate the use of social media as a new investigative tool in marketing research. Design/methodology/approach -The paper's approach is an analysis of the existing social marketing literature and industry practice in marketing analysis. Findings -The market research profession has been affected by developments in social media. First, some of the traditional research methods suffer from changes in consumer communication patterns. As social media supplant communication methods such as telephony and even email, researchers have diminished capacity to reach consumer subjects. As a result, the social media have spawned a number of research techniques that overcome the problems that have started to affect the old techniques.Research limitations/implications -The article reviews the state of market research and its efforts to remain effective. The major new social media based market research techniques are described as well as their strengths and weaknesses. One limitation of the study is the focus on published research techniques. The study does not address proprietary techniques that may be used in practice. Practical implications -Social media have reduced the effectiveness of traditional market research techniques. Marketers can overcome that effect by employing some of the social media related techniques that have become available. Originality/value -To date, few, if any, academic studies have been done that assess the impact of social media on the use of market research techniques. The study draws conclusions that may aid practitioners in maintaining successful marketing research techniques.Arguably one of the most important sources of information about the state of market research is the Market Research Association. Its website clarifies its role as a professional association. It provides a training element that is geared to keeping the standards of excellence in the opinion and market research industry. The training is geared to the professional basis of market research and related business skills. Like most trade associations, it lobbies government on behalf of the industry. One of its valuable services is measuring the pulse of the...

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