The changing role of the marketing researcher in the age of digital technology: Practitioner perspectives on the digitization of marketing research

After years of hype, marketing researchers are now facing the challenge of integrating new digital technologies into their work. Based on an analysis of 44 key informant interviews with marketing research practitioners, the study develops a framework to describe the main benefits and challenges of digital technologies in marketing research, as perceived by marketing researchers themselves. It highlights successful strategies that have been...