Mohammed works for ESPN as the VP of social media. With more consumer-generated brand communities forming on ESPN, Mohammed is really interested in learning why people would join an online ESPN brand community rather than directly following the official ESPN Twitter or Facebook pages. To best conduct this type of research, what are the different types of approaches Mohammed could execute for this project? Observations and experiments Data mining and netnography Netnography and experiments Ethnography and data mining

Mohammed works for ESPN as the VP of social media. With more consumer-generated brand communities forming on ESPN, Mohammed is really interested in learning why people would join an online ESPN brand community rather than directly following the official ESPN Twitter or Facebook pages. To best conduct this type of research, what are the different types of approaches Mohammed could execute for this project? Observations and experiments Data mining and netnography Netnography and experiments Ethnography and data mining

Contemporary Marketing

18th Edition

ISBN:9780357033777

Author:Louis E. Boone, David L. Kurtz

Publisher:Louis E. Boone, David L. Kurtz

Chapter10: Marketing Research

Section10.5: Technology In Marketing Research

Problem 1LO

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