Attitude Monitoring of the Blogosphere using Market Research Tools
Attitude Monitoring of the Blogosphere using Market Research Tools: A Case Study of Kerala, India
Suraj Raj Dhillon Ankit Virmani PGP/12/137 PGP/12/156
Guided by Professor Anandakuttan Unnithan Indian Institute of Management, Kozhikode
ABSTRACT
Attitude monitoring is an important tool in leveraging strengths and improving on weaknesses for any organisation. Over the years, Destination Marketing Organisations (DMO’s) have found it difficult to monitor the attitudes of tourists post destination visits. At the moment, there are various qualitative techniques at their disposal, ranging from mail surveys to focus groups and depth interviews. However, most of these techniques are administered in an artificial environment, thereby leading to tourists withholding valuable information that would generally be disclosed in more natural settings. Therefore, mail surveys, inspite of their cost effectiveness yield poor and biased data, while focus groups and depth interviews are expensive and logistically difficult to conduct. In this regard, consumer generated web content and the blogosphere specifically can be a valuable source of data. The appeal lies in its less artificial setting. The authors have examined tourist blogs about Kerala, with authorship, nationality and nature of content as markers. Post study, the authors have mapped these perceptions in order to determine the brand footprint that Kerala has on tourists that visit its shores. The findings lead us to conclusive inferences, thereby proving the value of consumer generated web content as a potent source. However, time required for searching and analysing relevant data was a major hindrance in the study. The authors propose a more focussed study keeping in mind the targeted segment to yield more accurate results.
1
Attitude Monitoring of the Blogosphere using Market Research Tools
Introduction
Today’s world is quickly moving... [continues]
Attitude Monitoring of the Blogosphere using Market Research Tools: A Case Study of Kerala, India
Suraj Raj Dhillon Ankit Virmani PGP/12/137 PGP/12/156
Guided by Professor Anandakuttan Unnithan Indian Institute of Management, Kozhikode
ABSTRACT
Attitude monitoring is an important tool in leveraging strengths and improving on weaknesses for any organisation. Over the years, Destination Marketing Organisations (DMO’s) have found it difficult to monitor the attitudes of tourists post destination visits. At the moment, there are various qualitative techniques at their disposal, ranging from mail surveys to focus groups and depth interviews. However, most of these techniques are administered in an artificial environment, thereby leading to tourists withholding valuable information that would generally be disclosed in more natural settings. Therefore, mail surveys, inspite of their cost effectiveness yield poor and biased data, while focus groups and depth interviews are expensive and logistically difficult to conduct. In this regard, consumer generated web content and the blogosphere specifically can be a valuable source of data. The appeal lies in its less artificial setting. The authors have examined tourist blogs about Kerala, with authorship, nationality and nature of content as markers. Post study, the authors have mapped these perceptions in order to determine the brand footprint that Kerala has on tourists that visit its shores. The findings lead us to conclusive inferences, thereby proving the value of consumer generated web content as a potent source. However, time required for searching and analysing relevant data was a major hindrance in the study. The authors propose a more focussed study keeping in mind the targeted segment to yield more accurate results.
1
Attitude Monitoring of the Blogosphere using Market Research Tools
Introduction
Today’s world is quickly moving... [continues]
Cite This Essay
- APA
-
(2010, 11). Attitude Monitoring of the Blogosphere Using Common Research Tools - Case Study -Kerala. StudyMode.com. Retrieved 11, 2010, from http://www.studymode.com/essays/Attitude-Monitoring-Of-The-Blogosphere-Using-492439.html
- MLA
-
"Attitude Monitoring of the Blogosphere Using Common Research Tools - Case Study -Kerala" StudyMode.com. 11 2010. 11 2010 <http://www.studymode.com/essays/Attitude-Monitoring-Of-The-Blogosphere-Using-492439.html>.
- CHICAGO
-
"Attitude Monitoring of the Blogosphere Using Common Research Tools - Case Study -Kerala." StudyMode.com. 11, 2010. Accessed 11, 2010. http://www.studymode.com/essays/Attitude-Monitoring-Of-The-Blogosphere-Using-492439.html.
