We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.
Chapter 36: Integrating Social Media in Marketing Research Courses
The use of social media has become a part and parcel of consumers' everyday lives. We show how social media tools can be integrated in a pervasive way in a marketing research course. We do this by discussing and illustrating with actual company case studies or examples of how the use of social media can be integrated in each step of the marketing research process. We posit social media as an additional domain in which to conduct marketing research that complements the traditional ways of doing research.
It is a great pleasure to contribute this paper to Handbook of ...