ONLINE MARKETING RESEARCH - ROLES IN GENERATING CUSTOMER INSIGHTS

Chandra Mandal Pratap
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Chandra Mandal Pratap: Indian Institute of Management, Shillong, Meghalaya, India

Studies in Business and Economics, 2021, vol. 16, issue 1, 147-161

Abstract: Companies cannot take decisions without the availability of proper information. So, marketers need to have the latest information about the target market. Marketers achieve this by collecting information based on traditional data collection methods and online marketing research. The study discusses the various aspects of conducting online marketing research, role of the internet in online marketing research, strategies followed by companies for online marketing research, the ways in which companies communicate and act on the information generated from the research, and the advantages and the disadvantages of conducting online marketing research. The study suggests that companies should conduct online marketing research not only to collect information about customers but also to utilize the insights generated to formulate better strategies and to develop better relationships with customers.

Keywords: Data Collection; Quantitative Research; Qualitative Research; Online Survey; Focus Group; Internet; Data Security; Data Privacy (search for similar items in EconPapers)
Date: 2021
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