TY - JOUR
T1 - Ethical marketing research in the digital age
T2 - how can academics and practitioners work together?
AU - Clark, Lillian
N1 - This is a post-peer-review, pre-copyedit version of an article published in Journal of Direct, Data and Digital Marketing Practice. The definitive publisher-authenticated version, Ethical marketing research in the digital age: how can academics and practitioners work together?, (2014), Journal of Direct, Data and Digital Marketing Practice, 15(4), pp. 258-259, DOI: 10.1057/dddmp.2014.17, is available online at: http://www.palgrave-journals.com/dddmp/journal/v15/n4/full/dddmp201417a.html
PY - 2014/4
Y1 - 2014/4
N2 - ‘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.
AB - ‘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.
U2 - 10.1057/dddmp.2014.17
DO - 10.1057/dddmp.2014.17
M3 - Article
SN - 1746-0166
VL - 15
SP - 258
EP - 259
JO - Journal of Direct, Data and Digital Marketing Practice
JF - Journal of Direct, Data and Digital Marketing Practice
IS - 4
ER -