Market research 2.0: An inclusive approach to understanding customers' needs

Lisa Given, Dinesh Rathi

Research output: Book chapter/Published conference paperChapter (peer-reviewed)peer-review

Abstract

This chapter examines the possibilities of conducting market research in Web 2.0 environments, with a focus on implications for small to medium-sized companies. The chapter discusses how companies can undertake market research using Web 2.0 platforms, explores how these tools can facilitate successful and appropriate market research design, and examines the characteristics of qualitative and quantitative 'Research 2.0' techniques appropriate to a Web 2.0 environment. The chapter also presents examples of companies that are using these tools successfully for market research and discusses advantages and barriers in adopting these tools, including privacy, ethics, and legal implications of this type of research.
Original languageEnglish
Title of host publicationInnovations in SMEs and conducting e-business
Subtitle of host publicationTechnologies, trends and solutions
EditorsMaria Manuela Cruz-Cunha, João Varajão
Place of PublicationHershey, PA, United States
PublisherBusiness Science Reference
Chapter10
Pages169-186
Number of pages18
Edition1st
ISBN (Electronic) 9781609607661
ISBN (Print)9781609607654
DOIs
Publication statusPublished - 2011

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