<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

Online Marketing Research - Roles in Generating Customer Insights

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Online Marketing Research - Roles in Generating Customer Insights"}

Companies cannot take decisions without the availability of proper information. So, marketers need to have the latest information about the target market....

Online Marketing Research - Roles in Generating Customer Insights

Published Online: May 26, 2021

Page range: 147 - 161

DOI: https://doi.org/10.2478/sbe-2021-0012

Keywords
Data Collection, Quantitative Research, Qualitative Research, Online Survey, Focus Group, Internet, Data Security, Data Privacy

© 2021 Chandra Mandal Pratap, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Online Marketing Research - Roles in Generating Customer Insights

Published Online: May 26, 2021

Page range: 147 - 161

DOI: https://doi.org/10.2478/sbe-2021-0012

KeywordsData Collection, Quantitative Research, Qualitative Research, Online Survey, Focus Group, Internet, Data Security, Data Privacy

© 2021 Chandra Mandal Pratap, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Data Collection, Quantitative Research, Qualitative Research, Online Survey, Focus Group, Internet, Data Security, Data Privacy