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Marketers have traditionally used research methods such as focus groups, observation, trend analysis, and competitive research to help develop and gauge customer response to new products. Today, social media is also helping companies understand consumer preferences and develop new products.
Have a look at how Wal-Mart, Frito-Lay, Samuel Adams and Kohls are using Facebook and Twitter and let's try to answer the following questions:
For these companies, how is social media useful for marketing research?
What other companies and products might benefit from this approach? Why?
What are the pros of using social media for market research?
What are the negative aspects?
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Using knowledge management and business intelligence, you will explore the opportunities for this level of IS support at Dirt Bikes USA. Your memo for this assignment will focus on identifying the knowledge assets, knowledge needs, and knowledge mana..
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