The Impact of the Internet on Marketing Research

Probably the most important impact of the internet on marketing research is that it has taken it from the realm of academic studies, with set subject pools and reliably serious experimental conditions, into the realm of real life, with people interacting with one another on the level of regular day-to-day interactions. While it is clearly possible to still apply controlled, scripted situations to marketing research, the more effective way is to find methods of collecting and evaluating data collected in the more natural environment of virtual interactions.

In some ways, this makes marketing research harder, as new techniques must be developed, and as with many new innovations, there is a large ratio of failure to be expected. In other ways, however, this makes marketing research easier, particularly because, thanks to such developments like social networking sites, gathering the necessary data for marketing research has almost become 'one-stop shopping'. Marketing researchers … Read More