THE INTERNET - SECONDARY DATA SOURCE IN MARKETING RESEARCH

Toma Andrei
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Toma Andrei: VALAHIA UNIVERSITY, TARGOVISTE, ROMANIA

Annals - Economy Series, 2018, vol. 6, 92-97

Abstract: This paper aims at presenting several aspects regarding the use of the Internet as a secondary source of data in marketing research. In order to carry out its activity, the modern enterprise must have a well-developed marketing information system. A component of the enterprise’s marketing information system is related to data collection. There are several methods of collecting data in marketing research, one of these and the most convenient being the analysis of the secondary sources. The Internet is currently a component of the secondary data sources, one of the possible secondary data sources. The internet is one of the most prominent news of mankind, which has already put its mark on its evolution. Today's internet is the result of evolution for decades. The internet has evolved and will continue to evolve. The advent of the Internet has meant changes in communication, showing new useful possibilities inclusively in marketing and in marketing research. The use of the Internet as a secondary source of data means both advantages and disadvantages; the qualities of the Internet should not be overvalued, although they exist. Because of the disadvantages the Internet has and of which we need to be aware, there must be some caution in its use and not to exaggerate the virtues of the Internet. To increase the accuracy of a marketing research, it is recommended to be used more data source, if possible, and not just the Internet.

Keywords: marketing research; secondary data sources; the Internet (search for similar items in EconPapers)
Date: 2018
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