E-MARKETING RESEARCH - EVOLVING NEW POTENTIAL FOR KNOWING CONSUMERS BETTER
E-MARKETING RESEARCH - EVOLVING NEW POTENTIAL FOR KNOWING CONSUMERS BETTER
Author(s): Marek PrymonSubject(s): Social Sciences, Communication studies, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: communication methods; consumer’s opinions; database marketing; e-marketing research; observations; research ethics;
Summary/Abstract: The purpose of an article is to present the result of studies on how internet and other electronic tools influence probable changes in the methodology of marketing research. The thesis by an author is that main influence is concerned with the use of secondary data, use of observation methods and evolving combination of secondary sources with communication methods. The starting point in a paper is comment on traditional structure of research methods. Next, some recent trends in research are shown . On such bases author analyses relationships between evolving e-marketing and e-marketing research. The practical par tof an article contains some case. This is example of research on consumers attitudes based on internet data. Final part contains questions of ethical context of e-marketing research. The focus is on how traditional ethical norm apply to realities of new research technologies.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 247-256
- Page Count: 10
- Language: English