Market Research 2.0: An Inclusive Approach to Understanding Customers’ Needs

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Author(s): Lisa M. Given (Charles Sturt University, Australia)and Dinesh Rathi (University of Alberta, Canada)
Copyright: 2011
Pages: 18
Source title: Innovations in SMEs and Conducting E-Business: Technologies, Trends and Solutions
Source Author(s)/Editor(s): Maria Manuela Cruz-Cunha (Polytechnic Institute of Cavado and Ave, Portugal)and João Varajão (University of Trás-os-Montes e Alto Douro, Portugal)
DOI: 10.4018/978-1-60960-765-4.ch010

Keywords: Business & Management / Business Science Reference / E-Business / Small & Medium Enterprises

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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.

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Market Research 2.0: An Inclusive Approach to Understanding Customers’ Needs

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