Digital Marketing Research - How to Effectively Utilize Online Research Methods

被引:1
作者
Opresnik, Marc Oliver [1 ]
机构
[1] TH Lubeck, Publ Corp, Monkhofer Weg 239, D-23562 Lubeck, Germany
来源
SOCIAL COMPUTING AND SOCIAL MEDIA: COMMUNICATION AND SOCIAL COMMUNITIES, SCSM 2019, PT II | 2019年 / 11579卷
关键词
Social Media marketing; Marketing research; Marketing management; Web; 2.0; Marketing; 4.0; Integrated marketing communication; Social computing; Social media;
D O I
10.1007/978-3-030-21905-5_34
中图分类号
F [经济];
学科分类号
02 ;
摘要
The term market research refers to gathering, analyzing and presenting information that is related to a well-defined problem. Hence the focus of market research is a specific problem or project with a beginning and an end. Although the Internet is still confined to the boundaries of the personal computer screen this will soon be a thing of the past; it is now clear that the Internet is definitely going to be a medium for the masses. Many researchers are amazed at how efficiently surveys can be conducted, tabulated and analyzed on the Web. Additionally, online data collection lets marketeers use complex study designs once considered either too expensive or too cumbersome to execute via traditional means. Although the earliest online tools offered little more than the ability to deploy paper-based questionnaires to Internet users, contemporary online tools and services are available with a wide range of features at a wide range of prices which will be outlined in the following sections.
引用
收藏
页码:444 / 451
页数:8
相关论文
共 8 条
[1]  
Crie D., 2006, J DATABASE MARKETING, V5, P282
[2]  
Grossnickle J., 2001, HDB ONLINE MARKETING
[3]  
Hollensen S., 2015, MARKETING RELATIONSH, V2nd
[4]  
Hollensen S., 2017, MARKETING PRINCIPLES
[5]  
Hollensen S., 2019, Marketing management: a relationship approach, V4th
[6]  
Ilieva J, 2002, INT J MARKET RES, V44, P361
[7]  
Kotler P., 2019, SOCIAL MEDIA MARKETI, V3rd
[8]  
Michaelidou N., 2006, Journal of Consumer Behaviour, V5, P442, DOI DOI 10.1002/CB.192