The changing role of the marketing researcher in the age of digital technology: Practitioner perspectives on the digitization of marketing research

After years of hype, marketing researchers are now facing the challenge of integrating new digital technologies into their work.

Introduction

This study explores the changing working practices among leading market researchers seeking to take advantage of digital technology. Although much research has focused on the ways that researchers can exploit new digital data sources such as transactional databases, online tracking and behavioral data from smartphones and other Internet devices, the marketing research industry has also been exploring how to utilize similar technologies to design bespoke primary research projects for their clients. For example, rather than harvesting naturalistic data from online message boards or social networks, brands may create their own message boards to replace traditional diary studies. Such innovation...

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