Rethinking Marketing Research in the Digital Age
Authors: Raymond R. Burke, Arvind Rangaswamy, Sunil Gupta
In the past few years, digital technologies have stimulated several innovations in marketing research. These innovations include online survey methods and focus groups, e-commerce customer tracking systems, data mining tools, and 3-D graphics software. Technology is changing the way marketing data are collected, analyzed, and used for supporting managerial decisions. In this paper, we provide an overview of these innovations, discuss their benefits and limitations, and consider how these developments will alter the nature and scope of the marketing research function in the future.
