Specificities of Online Concept in Comparision with a Classic Concept of Marketing Research

Hasan Hanic () and Beriz Civic
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Hasan Hanic: Belgrade Banking Academy
Beriz Civic: Faculty of Economics of the University of Tuzla

Economic Analysis, 2009, vol. 42, issue 1-2, 43-52

Abstract: Generation of quality marketing decisions necessarily anticipates existence of a developed system of marketing research. The paper assesses limits of a classic concept of marketing research and stresses specificities of online concepts. The accent is put to a role of information and communications technology and a process and organization of online concepts of marketing research. The paper also analyzes the comparison of these concepts of marketing research and underlines their complementarities and a possibility to eliminate individual limitations of each of the concepts in order to establish an effective process of marketing research with a function to support the process of generation of marketing decisions.

Keywords: Marketing; researching; decision making; information technology; online research (search for similar items in EconPapers)
JEL-codes: L22 L86 M31 (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:ibg:eajour:v:42:y:2009:i:1-2:p:43-52

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