Connected research
Schillewaert, Niels De Ruyck, Tom Verhaeghe, Annelies
Schillewaert, Niels
De Ruyck, Tom
Verhaeghe, Annelies
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2009
Journal
International Journal of Market Research
Book
Publication Volume
51
Publication Issue
1
Publication Begin page
11
Publication End page
27
Publication Number of pages
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Abstract
The new internet evolutions (Web 2.0 and beyond) have not yet been truly embedded in the market research process. We introduce the term ‘connected research’ as an embedded form of market research that uses online tools to tap into social interactions between consumers and allows a more equal relationship between researchers and participants in terms of communication as well as content and input. This paper provides an overview of an enhanced toolbox for market research from which practitioners can choose those instruments that provide an enhanced solution for a specific research problem.
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Journal Issue
Keywords
Marketing & Sales