Ethical marketing research in the digital age: how can academics and practitioners work together?

Lillian Clark

Research output: Contribution to journalArticlepeer-review

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Abstract

‘And what is good, Phaedrus, and what is not good — need we ask anyone to tell us these things?’ (R. Pirsig, Zen and the Art of Motorcycle Maintenance) Like everything else in its path, the advent of interactive digital technologies has transformed research, both for marketing academics and practitioners. Not only have tools such as online surveys, email interviews and online focus groups provided wider access to participants and quicker results, but entirely new areas of research have sprung up. Topics such as online consumer behaviour, engagement with social media and responses to smartphone advertising have become areas of profound interest to the marketing academic and practitioner alike.
Original languageEnglish
Pages (from-to)258-259
Number of pages2
JournalJournal of Direct, Data and Digital Marketing Practice
Volume15
Issue number4
DOIs
Publication statusPublished - Apr 2014

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