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ERIC Number: EJ1034513
Record Type: Journal
Publication Date: 2014
Pages: 6
Abstractor: As Provided
Reference Count: 21
ISSN: ISSN-1052-8008
Tools for Monitoring Social Media: A Marketing Research Project
Veeck, Ann; Hoger, Beth
Marketing Education Review, v24 n1 p37-42 Spr 2014
Knowledge of how to effectively monitor social media is an increasingly valued marketing research skill. This study tests an approach for adding social media content to an undergraduate marketing research class team project. The revised project maintains the expected objectives and parameters of a traditional research project, while integrating timely, motivational, and marketable social media tools and skills into the activity. Assessment of this study with five sections of marketing research classes indicates that the project teaches students important competencies related to the use of social media to collect marketing information, while also increasing students' engagement in the marketing research course.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A