Pertanyaan:
- What are the key differences between traditional and digital market research?
- Identify at least three benefits of using digital methods for market research.
- What is the difference between qualitative and quantitative research in a digital context?
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BUKTI :
1. Traditional market research relies on offline methods such as face-to-face interviews, telephone surveys, focus group discussions, and paper-based questionnaires. Data collection is usually time-consuming, costly, and limited in sample size.
Digital market research, on the other hand, uses online tools such as web surveys, social media analytics, website tracking, online panels, and big data analysis. It allows faster data collection, lower costs, real-time insights, wider geographic reach, and more accurate behavioral data.
2. At least three key benefits of digital market research are:
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Speed and efficiency – Data can be collected and analyzed in real time, allowing faster decision-making.
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Cost-effectiveness – Digital tools reduce costs related to printing, travel, and manpower.
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Broader reach and scalability – Researchers can reach large and diverse audiences across different locations easily.
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Higher data accuracy – Digital research captures actual user behavior (clicks, views, engagement), reducing response bias.
3. In a digital context, qualitative research focuses on exploring opinions, motivations, and perceptions through methods such as online interviews, virtual focus groups, open-ended surveys, and social media content analysis. The data is descriptive and non-numerical.
Quantitative research, in contrast, focuses on numerical data and statistical analysis. It uses online surveys with structured questions, web analytics, A/B testing, and performance metrics to measure trends, relationships, and patterns in large samples.