Overview
Source: Roberts, M. & Zahay, D. (2013). Internet Marketing (3rd Ed.). South-Western, Mason, OH: Cengage Learning, p. 232.
Action Items
- Study Forrester Social Technographics Ladder in the Overview.
- Develop a 10-question questionnaire to determine both which rung (segment) and the demographics of those who answered the survey. Be sure to always ask the demographic questions last when doing a survey.
Note: SurveyMonkey allows you to have multiple parts to a question. So set up your questions carefully so that you derive the maximum amount of information from those individuals taking your survey.
- Before writing your survey, be sure to determine your objectives so that you make sure you get the information that you need.
- Enter your questionnaire into SurveyMonkey. SurveyMonkey is free for up to 10 questions. Sign up for an account under “Sign Up Free” if you do not already have an account.
- Administer the questionnaire to a sample of your friends, family, and colleagues. You are to ask a minimum of 30 people to complete your questionnaire.
Note: You will analyze the data you collect from the survey during Week 3 for Wk3 Topic Discussion assignment so be sure you have your data collected by the beginning of Week 3.
- Do some research to determine the demographics of the various social media sites (ie. Facebook, Twitter, Pinterest etc.).
- Choose one of the companies that you are analyzing for this class. Think about their demographics (who they are trying to market to), which social media platform would you recommend for them to use to reach their target market.
- Write a two-page summary of your findings. (not including the survey). Be sure to include an introduction and recommendations.
- Attach the original survey as an appendix to the paper. Be sure it is formatted and readable.
- Complete an additional chart that gives the number of responses and percentage of responses for each question.