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Marketing research and digital transformation. Challenges and solutions

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  • V. R. Pratusevich

Abstract

The article is about assessing the role of digital transformation in the modern development of the field of marketing and marketing research. Based on a review of existing literature and interviews of experts, the types of research technologies associated with digitalization are identified. Particular attention is paid to the evolution of online surveys as the preferred method of the data collection in modern marketing research. An issue of the representativeness limitation in the online survey data is addressed and best practice solutions to minimize the error in the results of professional online surveys are considered

Suggested Citation

  • V. R. Pratusevich, 2023. "Marketing research and digital transformation. Challenges and solutions," RSUH/RGGU BULLETIN. Series Economics. Management. Law, Russian State University for the Humanities (RSUH), issue 4.
    • Handle: RePEc:aca:journl:y:2023:id:505
    DOI: 10.28995/2073-6304-2023-4-53-63
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    File URL: https://economics.rsuh.ru/jour/article/viewFile/505/406
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    File URL: https://libkey.io/10.28995/2073-6304-2023-4-53-63?utm_source=ideas
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