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8/8/2019 FB Secondary Data

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Secondary Dataon

Marketing research on

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in Pakistan

Submitted To

Madam Nazish Rizvi

By Group Members

Ammara Mazher F07-B039Sumaira Tahir F07-B045Maryam wahab Butt F07-B124

Raheel Asghar F07-B145Maryam Yaqoob F07-B149


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Marketing Research Project Proposal 2 | P a g e


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How to use Facebook for Market Research

By Ray Poynter (pictured), a director at Virtual Surveys

For years the term market research has meant specification, recruitment, interview, analysis and

presentation, taking weeks to achieve, requiring the intermediation of research agencies.

Online interviewing made the process quicker (for fewer weeks) and cheaper (costing fewer

thousands of dollars), but has changed it little. Could all of this be changing?

Facebook has attracted millions of ordinary people to social networking and claims to be offeringnew solutions to old problems.

For example, Facebook Polling is a new way to find out quick answers to simple questions. Users

log in, type a simple question, specify a geographic location and a sample size, pays as little as 51

US dollars (for 100 interviews) and the results start flowing in.

These polls are clearly not going to replace U&A or ad-trackers, but they could spawn new ways of

working. Traditionally, we have expected everything to be designed before the research begins, but

often the basic assumptions were wrong.

With Facebook Polling, the first step could be to spend 200-300 US dollars asking a series of

questions over a couple of days, refining the scope of the problem, and answering some queries on

the way.

Purists are going to moan about representivity, sampling methodology, and validity. But, they forget

how shaky their normal methods are. And, at these prices and at this speed, there is plenty of

chance to explore the medium, to estimate offsets, and create benchmarks.

Beyond Polling, Facebook offers a number of other ways for brands to learn more about, andcommunicate with, their customers. One option is to create a community in Facebook, with links to


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conventional online surveys, hosted outside Facebook. This approach is being used, for example,

by Skittles Bubble Gum, with a group of over 5,000 Facebook members.

One of the most important steps, for any brand, is to listen to what customers are saying, and one

great way to do that is via social networks such as Facebook.

Recently, Cadbury did just that when 93 Facebook groups, with upwards of 14,000 members

between them, petitioned for Wispa (a bar discontinued in 2003) to be re-launched. Cadbury have

announced that the product will be re-launched in October 2007.

In a Web 2.0 world, brands have to learn to cede control to customers, as AG Lafley, P&Gs CEO

said. Cadbury have shown this with Wispa, and Facebook users have learned they can make a

difference.

Will Facebook change the way brands research their users overnight? No. Will Facebook be the

platform that will eventually replace old-fashioned research? Probably not.

In the 18th Century, French inventor Cugnot built a steam powered car, it did not become the

blueprint for the future, but it did show that the age of the horse-drawn carriage was coming to an

end, Facebook is doing the same for old-fashioned research


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How To Use Facebook Ads For Social Recruiting

by Erick Schonfeld on May 12, 2010

Social recruiting is all the rage right now when it comes to finding new employees to hire.Citysearch CEO Jay Herratti recently told me about a simple but effective way his company isusing Facebook ads to hire people. Facebook ads are highly targetable. Citysearch puts upan ad with a picture of the hiring manager and shows those ads only to that managersFacebook friends. For instance, the image of the ad at right is the one seen by friends of Citysearch senior VP Kara Nortman, who is introducing social features such as businessTweets into Citysearch.

Since each ad can be liked, and thus shared across the social network via the news feed,

the ads become implicit referrals. If you know Kara and you see the ad, whether or not youare looking for a job, you might feel inclined to like it and share it with your friends. Ormaybe you are looking for a job and since you know Kara or at least are connected to her onFacebook, you feel like youve got an in. The ads seem to be working. Karas inbox wasflooded after the ad ran.

Repeat that across all hiring managers, and companies can create their own homegrownsocial recruiting campaign. If you try it out, let us know the results.
http://techcrunch.com/2010/05/12/facebook-ads-socia-recruiting-tool/http://techcrunch.com/2010/05/12/facebook-ads-socia-recruiting-tool/http://techcrunch.com/author/tcerick/http://techcrunch.com/author/tcerick/http://techcrunch.com/author/tcerick/http://techcrunch.com/2010/03/22/jibe-localbacon-relaunch/http://techcrunch.com/2010/03/22/jibe-localbacon-relaunch/http://techcrunch.com/2010/03/22/jibe-localbacon-relaunch/http://www.facebook.com/advertising/http://www.facebook.com/advertising/http://www.facebook.com/advertising/http://techcrunch.com/2010/02/25/citysearch-twitter-local-directory/http://techcrunch.com/2010/02/25/citysearch-twitter-local-directory/http://techcrunch.com/2010/02/25/citysearch-twitter-local-directory/http://techcrunch.com/2010/02/25/citysearch-twitter-local-directory/http://techcrunch.com/2010/02/25/citysearch-twitter-local-directory/http://techcrunch.com/2010/02/25/citysearch-twitter-local-directory/http://techcrunch.com/2010/02/25/citysearch-twitter-local-directory/http://www.facebook.com/advertising/http://techcrunch.com/2010/03/22/jibe-localbacon-relaunch/http://techcrunch.com/author/tcerick/http://techcrunch.com/2010/05/12/facebook-ads-socia-recruiting-tool/


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