Online Marketing Research - Roles in Generating Customer Insights
| Autor: | Chandra Mandal Pratap |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Information privacy
data collection Knowledge management HF5001-6182 Social Psychology Economics Econometrics and Finance (miscellaneous) Data security 02 engineering and technology 020204 information systems 0502 economics and business 0202 electrical engineering electronic engineering information engineering Business data security Target market data privacy Data collection business.industry 05 social sciences Focus group Online advertising focus group Business Management and Accounting (miscellaneous) online survey 050211 marketing The Internet internet business qualitative research quantitative research Qualitative research |
| Zdroj: | Studies in Business and Economics, Vol 16, Iss 1, Pp 147-161 (2021) |
| ISSN: | 2344-5416 |
| DOI: | 10.2478/sbe-2021-0012 |
| Popis: | Companies cannot take decisions without the availability of proper information. So, marketers need to have the latest information about the target market. Marketers achieve this by collecting information based on traditional data collection methods and online marketing research. The study discusses the various aspects of conducting online marketing research, role of the internet in online marketing research, strategies followed by companies for online marketing research, the ways in which companies communicate and act on the information generated from the research, and the advantages and the disadvantages of conducting online marketing research. The study suggests that companies should conduct online marketing research not only to collect information about customers but also to utilize the insights generated to formulate better strategies and to develop better relationships with customers. |
| Databáze: | OpenAIRE |
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