The changing role of the marketing research in the age of digital technology.
This article expores the results of a study that develops a framework to describe the main benefits and challenges of digital technologies in marketing research, as perceived by marketing researchers themselves. It highlights successful strategies that have been employed to exploit digital technologies and suggests that the role of the market researcher is changing in the age of digital data.
Cluley, R., Green, W., & Owen, R. (2020). The changing role of the marketing researcher in the age of digital technology: Practitioner perspectives on the digitization of marketing research. International Journal of Market Research, 62(1), 27–42. https://doi.org/10.1177/1470785319865129