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.
|Title of host publication||Innovations in SMEs and conducting e-business|
|Subtitle of host publication||Technologies, trends and solutions|
|Editors||Maria Manuela Cruz-Cunha, João Varajão|
|Place of Publication||Hershey, PA, United States|
|Publisher||Business Science Reference|
|Number of pages||18|
|Publication status||Published - 2011|