Tools for Monitoring Social Media: A Marketing Research Project

Knowledge of how to effectively monitor social media is an increasingly valued marketing research skill. This study tests an approach for adding social media content to an undergraduate marketing research class team project. The revised project maintains the expected objectives and parameters of a traditional research project, while integrating timely, motivational, and marketable social media tools and skills into the activity. Assessment of this study with five sections of marketing research classes indicates that the project teaches students important competencies related to the use of social media to collect marketing information, while also increasing students' engagement in the marketing research course.