Social Network Sites Research Appropriateness

In: Business and Management

Submitted By nashu
Words 5174
Pages 21
Online Marketing Research: Reliability and Appropriateness of Social Network Sites Wendy Tapia

Abstract The widespread acceptance that the web 2.0 platform offers new opportunities and possibilities to meet the current marketing research challenges requires an in depth appreciation of the advantages and disadvantages involved in its implementation. The purpose of this paper is to take a critical look at the use of Social Network Sites as an Online Marketing Research tool. Due to the vast number of Social Network Sites available this paper focuses specifically on the Social Network Site, Facebook. The paper starts by giving a brief insight of how Social Network Sites are defined, it then contrasts the advantages and disadvantages of its use for research purposes based on previous studies conducted in similar fields but not exclusively in Social Network Sites. And finally, it is argued that the implementation of Social Network Sites as a research tool is suitable to some instances and that its wide range of applications would positively contribute to a better interaction with users. Social Network Sites does offer new research tools opportunities and can also function as a supporting or complimentary research tool; however, the use of Social Network Sites for marketing research purposes in instances that require in depth data, sensitive information or large world populations is not recommended.

Introduction Marketing Research is used to identify opportunities and problems. Its general purpose is to generate, evaluate and improve marketing actions, this includes; monitoring performance; and improve understanding of marketing as a process. The importance of marketing research relies on the fact that many decisions in…...

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