search query: @indexterm advertising research / total: 488
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| Author: | Bush, K. Sikdar, R. Wiesenfeld, D. |
| Title: | The value of listening: Heeding the call of the Snuggie |
| Journal: | Journal of Advertising Research
2010 : MAR, VOL 50:1, p. 16-20 |
| Index terms: | consumer behaviour market research advertising research |
| Language: | eng |
| Abstract: | According to the article, listening consumer conversations online is a practice that not only provides information about consumers attitudes to products, brands or companies, but also manages to capture context and emotion more effectively than the traditional "asking" methods of market research. However, the best understanding of the marketplace can be acquired by mixing both of these two methods. The article presents a study comparing learnings from these two techniques with each other. The results show that even though consistent in many ways, listening and asking yielded findings of different nature. |
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