• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Quaterly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Managing Editor: Ms. Inez. Chan

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HOME > Archive > 2024 > Volume 15 Number 2 (2024) >
IJTEF 2024 Vol.15(2): 69-76
DOI: 10.18178/ijtef.2024.15.2.772

Technology Driven Marketing Research in a Digital World: Implications for the Role and Scope of Marketing Research

Anothai Ngamvichaikit
Sukhothai Thammathirat Open University, Nonthaburi, Thailand
Email: Anothai.ne@gmail.com (A.N.)

Manuscript received October 30, 2023; revised November 30, 2023; accepted February 2, 2024; published May 10, 2024.

Abstract—This article reviewing typical technology enabled various marketing research types, including Online Research, which leverages the widespread internet to enhance data collection. Online Research involves the use of secondary data from the internet and online primary data to support decisionmaking. Real-time Research is another prevalent method that analyzes consumer behaviors on digital platforms for immediate decision-making. Real-time Research, also known as Real-time Experience Tracking (RET), is extensively used to provide marketing decision support from digital data platform. Neuroscience Research employs neuroscience tools to study consumer behavior and marketing decision processes. VR/AR Research utilizes Virtual Reality (VR) and Augmented Reality (AR) to enhance research efficiency, making it more immersive and quicker to gather data. AI Research harnesses artificial intelligence for in-depth and rapid data analysis, providing valuable insights for informed decision-making. Additionally, Other Technology-driven Research explores various technologies like chatbot, blockchain and voice assistance for data collection efficiency and analysis. In the realm of market research, these modern technological approaches offer diversified tools and methodologies, contributing to more effective data collection, analysis, and decision-making processes.


Keywords—technology-driven research, market research, digital market research


Cite: Anothai Ngamvichaikit, "Technology Driven Marketing Research in a Digital World: Implications for the Role and Scope of Marketing Research," International Journal of Trade, Economics and Finance vol.15, no.2, pp. 69-76, 2024.


Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).




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