E-MARKETING RESEARCH - EVOLVING NEW POTENTIAL FOR KNOWING CONSUMERS BETTER
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
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 part of 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.
Authors and Affiliations
Marek Prymon
Keywords
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