The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

Advanced Techniques and Technologies in Online Research

Advanced techniques and technologies in online research

During the past 10 years, online survey methods have produced the most revolutionary changes in survey research ever experienced. Technological developments in Internet survey software have enabled personalized and dynamic surveys at a level of sophistication never before possible. In addition, campaign management software has emerged to accurately track, profile, and monitor respondent history and progress—all at a cost savings over previous methods. Faster servers, data warehouses, and more advanced algorithms have joined to produce a new generation of online survey software that pushes the frontiers of survey research.

This chapter is a discussion of current and emerging online technologies and research techniques that will expand the capability and use of survey research. ...

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