Marketing Research Using Multimedia Technologies

Marketing research is the process of systematically gathering, analyzing, and interpreting data pertaining to the company’s market, customers, and competitors, with a view to improving marketing decisions. Multimedia technologies and the Internet have created opportunities previously unimagined in marketing research practice. Electronic or online marketing research takes one of two forms: research about the Internet and research on the Internet. Generally, marketing research activities cover the provision of relevant information to identify or solve marketing problems in the areas of market segmentation (e.g., selecting target markets or segments) as well as product (e.g., preference measurement for concept testing or new product development), pricing (e.g., identifying price thresholds), promotion (e.g., media and copy decisions), and distribution (e.g., location of retail outlets) decisions (Malhotra & Birks, 2005). This article aims to:

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