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Wednesday, June 9
2:00 – 3:15 p.m. Educational Sessions
PRC: 1.25 Contact Hours in Research
This session will discuss a new methodology for marketing research. Though the Internet has made data collection via online surveys and focus groups a practical marketing research tool for over a decade, it is only in recent months that this data source has become viable. Using real data, the presenter will demonstrate how gathering and analyzing existing data from the Internet, such as is available through Facebook, Twitter, or Blogger, can reach beyond simple ‘buzz’ features to become actionable marketing research data. Pros and cons of the method will be demonstrated including research fundamentals and data quality.