Publications Repository - Gdańsk University of Technology

Marketing research has been through a significant evolution in the digital age. The evolution of technology has had a cross-cutting impact on the discipline. In light of this, a perspective is presented on how this impact has been reflected in marketing research. A review of traditional techniques is provided, followed by a description of the reconceptualization of traditional methods resulting from the application of new technologies. This is followed by a presentation of new methods that have emerged as a result of technological advances and because there is a new context in which they need to be studied. Finally, the implications for analyzing data resulting from new algorithms and technologies are also discussed.

Authors

• dr inż. Anna Trzaskowska link open in new tab ,
• Paulo Botelho Pires,
• José Duarte Santos