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Abstract
Marketing research has been through a significant evolution in the digital age. The evolution of technology has had a cross-cutting impact on the discipline. In light of this, a perspective is presented on how this impact has been reflected in marketing research. A review of traditional techniques is provided, followed by a description of the reconceptualization of traditional methods resulting from the application of new technologies. This is followed by a presentation of new methods that have emerged as a result of technological advances and because there is a new context in which they need to be studied. Finally, the implications for analyzing data resulting from new algorithms and technologies are also discussed.
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Authors (3)
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Paulo Botelho Pires
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José Duarte Santos
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Keywords
Details
- Category:
- Monographic publication
- Type:
- rozdział, artykuł w książce - dziele zbiorowym /podręczniku w języku o zasięgu międzynarodowym
- Language:
- English
- Publication year:
- 2024
- Bibliographic description:
- Trzaskowska A., Pires P. B., Santos J. D.: The Digital Research Revolution// Digital Marketing/ Boca Raton: , 2024,
- DOI:
- Digital Object Identifier (open in new tab) 10.1201/9781003384960-6
- Sources of funding:
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- Free publication
- Verified by:
- Gdańsk University of Technology
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