طراحی مدل تحقیقات بازاریابی در شبکه های اجتماعی

ﯾﮑﯽ از اﺟﺰای ﺳﯿﺴﺘﻢ اﻃﻼﻋﺎت ﺑﺎزارﯾﺎﺑﯽ، ﺳﯿﺴﺘﻢ ﺗﺤﻘﯿﻘﺎت ﺑﺎزارﯾﺎﺑﯽ اﺳﺖ ﮐﻪ ﺑﻪ ﻣﻌﻨﯽ ﺗﺨﻤﯿﻦ ﻫﺪﻓﻤﻨﺪ اﻃﻼﻋﺎت ﺑﺮای ﺗﺼﻤﯿﻢ ﮔﯿﺮی ﻫﺎی ﻣﺮﺗﺒﻂ ﺑﺎ ﺗﺸﺨﯿﺺ ﻓﺮﺻﺖ ﻫﺎ و ﺣﻞ ﻣﺴﺎﺋﻞ ﺑﺎزارﯾﺎﺑﯽ اﺳﺖ و ﻣﺸﺨﺺ ﻣﯽ ﮐﻨﺪ ﮐﻪ آﯾﺎ ﻣﺤﺼﻮﻻت و ﺧﺪﻣﺎت، ﺗﻮﻗﻊ و ﻧﯿﺎز ﻣﺸﺘﺮﯾﺎن را ﺑﺮآورده ﻣﯽ ﮐﻨﺪ. ازآﻧﺠﺎﮐﻪ ﻓﻀﺎی ﺣﺎﮐﻢ ﺑﺮ ﮐﺴﺐ وﮐﺎر از ﺳﻨﺘﯽ ﺑﻪ ﺳﻤﺖ ﻣﺪرن رﻓﺘﻪ و از ﻃﺮﻓﯽ رﺳﺎﻧﻪ ﻫﺎی اﺟﺘﻤﺎﻋﯽ ﺑﺨﺶ ﺟﺪاﺋﯽ ﻧﺎﭘﺬﯾﺮ ﺟﺎﻣﻌﻪ ﻣﺪرن ﻣﯽ ﺑﺎﺷﻨﺪ و ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻗﺪرت ﻧﻔﻮذ ﺷﺒﮑﻪ ﻫﺎی اﺟﺘﻤﺎﻋﯽ در ﻓﻀﺎی ﮐﺴﺐ وﮐﺎر ﺑﺎزارﯾﺎﺑﺎن ﺑﺮای اﻧﺠﺎم ﻓﻌﺎﻟﯿﺖﻫﺎی ﺑﺎزار ﯾﺎﺑﺎﻧﻪ، ﻧﯿﺎزﻣﻨﺪ ﺗﺤﻘﯿﻘﺎت ﺑﺎزارﯾﺎﺑﯽ در ﺷﺒﮑﻪ ﻫﺎی اﺟﺘﻤﺎﻋﯽ ﻣﯽ ﺑﺎﺷﻨﺪ ﮐﻪ ﺷﺎﻣﻞ ﺷﻨﺎﺧﺖ ﻧﯿﺎز و ﻋﻼﯾﻖ ﻣﺸﺘﺮﯾﺎن و ﻧﺤﻮه و زﻣﺎن ﺗﺒﻠﯿﻎ اﺳﺖ. ﻫﺪف ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﻃﺮاﺣﯽ ﻣﺪﻟﯽ از ﺗﺤﻘﯿﻘﺎت ﺑﺎزارﯾﺎﺑﯽ در ﺷﺒﮑﻪ ﻫﺎی اﺟﺘﻤﺎﻋﯽ ﻣﺒﺘﻨﯽ ﺑﺮ ﻓﻨﻮن ﺗﺸﺨﯿﺺ ﻧﯿﺎزﻫﺎ و ﺗﮑﻨﯿﮏ ﻫﺎی ﻧﯿﺎز آﻓﺮﯾﻨﯽ ﺗﻌﯿﯿﻦ ﺧﻮاﺳﺘﻪ ﻫﺎ و ﻋﻼﯾﻖ ﻣﺸﺘﺮﯾﺎن، ﺷﻨﺎﺳﺎﯾﯽ زﻣﺎن ﻣﻨﺎﺳﺐ ﺗﺒﻠﯿﻐﺎت و ﺷﻨﺎﺳﺎﯾﯽ ﺗﮑﻨﯿﮏ ﻫﺎی ﺗﺒﻠﯿﻐﺎت ﻣﻨﺎﺳﺐ ﻣﯽ ﺑﺎﺷﺪ. روش ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﮐﯿﻔﯽ و اﺳﺘﺮاﺗﮋی آن ﺗﺤﻠﯿﻠﺘﻢ اﺳﺖ. ﺗﻌﺪاد 53 ﮐﺪ از ﻃﺮﯾﻖ ﺗﺤﻠﯿﻞ ﻣﺤﺘﻮای ﺻﻔﺤﻪ ﻫﺎ و ﮔﺮوﻫﺎی اﯾﻨﺴﺘﺎﮔﺮاﻣﯽ و ﺗﻠﮕﺮاﻣﯽ، ﻣﺼﺎﺣﺒﻪ اﮐﺘﺸﺎﻓﯽ ﺑﺎ ادﻣﯿﻦ ﻫﺎ، ﺗﺤﻠﯿﻞ ﻣﺤﺘﻮای ﻣﻘﺎﻻت و ﻣﺸﺎﻫﺪات ﻣﺸﺎرﮐﺘﯽ اﺳﺘﺨﺮاج ﮔﺮدﯾﺪ. اﯾﻦ ﮐﺪﻫﺎ در ﻗﺎﻟﺐ 7 ﺗﻢ اﺻﻠﯽ و 20 ﺗﻢ ﻓﺮﻋﯽ دﺳﺘﻪ ﺑﻨﺪی ﺷﺪ. ﺑﺮای ﭘﺎﯾﺎﯾﯽ و رواﯾﯽ از ﻣﻌﯿﺎرﻫﺎی ﻗﺎﺑﻠﯿﺖ اﺗﮑﺎﭘﺬﯾﺮی، اﻋﺘﻤﺎدﭘﺬﯾﺮی، ﻓﻬﻢ ﭘﺬﯾﺮی و ﻋﻤﻮﻣﯿﺖ اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﻣﺪل ﻃﺮاﺣﯽ ﺷﺪه ﻧﺸﺎن ﻣﯽ دﻫﺪ ﺗﺤﻘﯿﻘﺎت ﺑﺎزارﯾﺎﺑﯽ در ﺷﺒﮑﻪ ﻫﺎی اﺟﺘﻤﺎﻋﯽ در ﻗﺎﻟﺐ 7 ﺗﻢ اﺻﻠﯽ ﻧﻈﺮﺳﻨﺠﯽ، ﮐﯿﻔﯿﺖ ﻣﺸﺎﻫﺪه، ﺗﻌﺪاد ﻣﺸﺎﻫﺪه، ﺗﻌﺪاد ﻣﺨﺎﻃﺒﺎن، ﻧﻈﺮات ﺳﻠﺒﺮﯾﺘﯽﻫﺎ و ﺑﻼﮔﺮ ﻫﺎ و ﻓﺮاﺧﻮان ﻗﺎﺑﻞ ﺷﻨﺎﺳﺎﯾﯽ و اﻧﺠﺎم اﺳﺖ.

Designing Marketing Research Model in Social Media

On of the marketing information system is marketing research which means estimating information for recognizing opportunities and solving marketing problems which determines if products and services will meet customers need ..marketers should do marketing research for empowering activity which include recognizing needs, customers interest and advertising times methods. Purpose of the research is diagnosis of need, creating needs technique, costumer’s interests, finding the correct time for advertising in social media and finding appropriate technique in social media. Methods at this research is measured by quality and its strategy to a analysis the theme.53 codes of the page ,group, networks admin , interview , researches , and coordinating observation .it contains 7 main theme and 20 supporting theme too.For stability and validity we use reliability abilities, accessibility and generality. In this abstract , 7 main themes , views , quality , number of views , views number, comments ,celebrities and bloggers and calling for tittle of marketing investigations in social media are observed.