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 relatively rigid 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 obviously possible to still apply controlled, scripted situations to marketing research, the more effective way is to find methods of collecting and evaluating data gathered in the more natural environment of virtual interactions. In some ways, this makes marketing research harder, as new techniques must...



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