Research & Publications
Rethinking Marketing Research in the Digital Age
2001, Digital Marketing: Global Strategies from the World's Leading Experts
Raymond R. Burke, Arvind Rangaswamy, Sunil Gupta
In the past few years, digital technologies have stimulated several innovations in marketing research, including online survey methods and focus groups, e-commerce customer tracking systems, data mining tools, and 3D graphic simulations. Technology is changing the way marketing data are collected, analyzed, and used to support managerial decisions. This article provides an overview of these innovations, discusses their benefits and limitations, and explores how these developments will alter the nature and scope of the marketing research function in the future.
Burke, Raymond R., Arvind Rangaswamy, and Sunil Gupta (2001), "Rethinking Marketing Research in the Digital Age," in Jerry Wind and Vijay Mahajan (eds.), Digital Marketing: Global Strategies from the World's Leading Experts, New York: John Wiley, pp. 226-255.
Marketing Research, Virtual Reality, Data Mining