Research Trends: Internet Technologies

To address the need for more information, marketing companies are developing new methods for collecting data. This has led to the introduction of several new technologies to assist in the information gathering process. Many of these developments are Internet-based technologies that include:

  • Enhanced Tracking - The Internet offers an unparalleled ability to track and monitor customers. Each time a visitor accesses a website they provide marketers with extensive information including how they arrived at the website (e.g., via a search engine) and what they did when on the website (e.g., what products were investigated). In many ways the vast data available through Internet tracking has yet to be used by the majority of marketers. However, as tracking software becomes more sophisticated the use of tracking data will be a routinely used research tool.
  • Improved Communication – Not only is the Internet enabling marketers to monitor customers’ website activity, it also offers significant improvement in customer-to-company communication which is vital for marketing research. For instance, the ability to encourage customers to offer feedback on the company’s products and service is easy using website popup notices and email reminders. Also, as we discuss in the Planning for Market Research Tutorial, the use of the Internet for conducting online focus group research is expanding.
  • Research Tools – A large number of Internet services have added options for conducting research. These include the ubiquitous search engines, tools for conducting online surveys, and access to large databases containing previous research studies (i.e., secondary research).

Comments  

 
#4 Jere 2011-10-02 22:41
I don't know if anyone has assembled guidelines for MR in social media - but one should understand that the ethical implications of research didn't suddenly change when the medium changed - Standards of the Marketing Research Association's Code of Marketing Research Standards should apply to online research.
 
 
#3 Paul Christ 2010-09-01 08:28
Research using social media is an evolving area and research validity is still a problem. However, there are a number of recent developments on both the commercial research side and the academic side. For commercial research updates see the August 2010 edition of the research magazine from Quirks. For academic, it is best to do a search under Google Scholar.
 
 
#2 greg 2010-08-31 15:17
Has anyone put together valid guidelines for conducting MR through social networks like Facebook?
 
 
#1 HAGGUI 2010-03-31 17:18
what about marketing research through Facebook?
 

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