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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