from 01.01.2014 to 01.01.1924
Peoples’ Friendship University of Russia (Department of Applied Economics at the Higher School of Management, Associate Professor)
employee
Moskva, Moscow, Russian Federation
VAK Russia 5.2.3
VAK Russia 5.2.4
VAK Russia 5.2.5
VAK Russia 5.2.6
VAK Russia 5.2.7
UDC 339.138
This study examines the impact of digitalization on the development of marketing research. It demonstrates that digital technologies have significantly expanded opportunities for collecting marketing information, reduced research costs, and made marketing research accessible to organizations of all sizes. The paper analyzes the capabilities of contemporary digital platforms and services, as well as the use of A/B testing as one of the most distinctive research tools of the digital environment. It also discusses the limitations of online research and the conditions under which it can be applied most effectively. The study concludes that online research is more than a digital version of traditional methods, as it enables the observation of a broader range of consumer behavior, thereby expanding the scope of marketing research and improving the quality of marketing decision-making.
marketing research, online research, A/B testing, UX testing, digital platforms, consumer behavior
1. Anderson K. Ethnographic Research: A Key to Strategy // Harvard Business Review. 2009. Vol. 87, No. 3. Available at: https://hbr.org/2009/03/ethnographic-research-a-key-to-strategy (accessed: 15.07.2026).
2. Baker R., Blumberg S. J., Brick J. M., Couper M. P., Courtright M., Dennis J. M., Dillman D., Frankel M. R., Garland P., Groves R. M., Kennedy C., Krosnick J. A., Lavrakas P. J., Lee S., Link M., Piekarski L., Rao K., Thomas R. K., Zahs D. Research Synthesis: AAPOR Report on Online Panels // Public Opinion Quarterly. 2010. Vol. 74, No. 4. P. 711–781. Available at: https://aapor.org/wp-content/uploads/2022/11/nfq048.pdf (accessed: 24.07.2026).
3. Brandon D. M., Long J. H., Loraas T. M., Mueller-Phillips J., Vansant B. Online Instrument Delivery and Participant Recruitment Services: Emerging Opportunities for Behavioral Accounting Research // Behavioral Research in Accounting. 2014. Vol. 26, Iss. 1. P. 1–23. Available at: https://publications.aaahq.org/bria/article/26/1/1/6774/Online-Instrument-Delivery-and-Participant (accessed: 24.07.2026).
4. Callegaro M., Villar A., Yeager D., Krosnick J. A. A Critical Review of Studies Investigating the Quality of Data Obtained with Online Panels Based on Probability and Nonprobability Samples // Online Panel Research: A Data Quality Perspective / Eds. M. Callegaro, R. Baker, J. Bethlehem, A. S. Göritz, J. A. Krosnick, P. J. Lavrakas. Chichester: John Wiley & Sons, 2014. P. 23–53. Available at: https://openaccess.city.ac.uk/id/eprint/14350/1/Callegaro_Villar_et_al_Chapter_2_online_panel_research.pdf (accessed: 24.07.2026).
5. Douglas B. D., Ewell P. J., Brauer M. Data Quality in Online Human-Subjects Research: Comparisons between MTurk, Prolific, CloudResearch, Qualtrics, and SONA // PLOS ONE. 2023. Vol. 18, Iss. 3. Article e0279720. Available at: https://journals.plos.org/plosone/article?idhttps://doi.org/10.1371/journal.pone.0279720 (accessed: 24.07.2026).
6. Hutt J. Passion or Performance? Examining Dove’s “Campaign for Real Beauty” // Tulane Undergraduate Research Journal. 2023. Available at: https://journals.tulane.edu/turj/article/download/3849/3642 (accessed: 24.07.2026).
7. IKEA. Learning as We Go: The Challenges of Entering a New Market. IKEA Global. Available at: https://www.ikea.com/global/en/our-business/how-we-work/learning-as-we-go-the-challenges-of-entering-a-new-market/ (accessed: 20.07.2026).
8. Gap Listens to Customers and Will Keep Classic Blue Box Logo // Gap Inc. 2010. Available at: https://www.gapinc.com/en-us/articles/2010/10/gap-listens-to-customers-and-will-keep-classic-blu (accessed: 24.07.2026).
9. Kohavi R., Longbotham R., Sommerfield D., Henne R. M. Controlled Experiments on the Web: Survey and Practical Guide // Data Mining and Knowledge Discovery. 2009. Vol. 18, No. 1. P. 140–181. Available at: https://link.springer.com/article/10.1007/s10618-008-0114-1 (accessed: 24.07.2026).
10. Lee J.-Y., Gao Z., Brown M. G. A Study of the Impact of Package Changes on Orange Juice Demand // Journal of Retailing and Consumer Services. 2010. Vol. 17, Iss. 6. P. 487–491. Available at: https://www.sciencedirect.com/science/article/pii/S0969698910000792 (accessed: 15.07.2026).
11. LEGO Group. LEGO Ideas: The History of LEGO Ideas. Available at: https://www.lego.com/history/articles/j-lego-ideas (accessed: 15.07.2026).
12. The Coca-Cola Company. New Coke: The Most Memorable Marketing Blunder Ever. Available at: https://www.coca-colacompany.com/about-us/history/new-coke-the-most-memorable-marketing-blunder-ever (accessed: 15.07.2026).
13. Kohavi R., Thomke S. The Surprising Power of Online Experiments // Harvard Business Review. 2017. Vol. 95, No. 5. Available at: https://hbr.org/2017/09/the-surprising-power-of-online-experiments (accessed: 15.07.2026).
14. Reeves S. How UX Practitioners Produce Findings in Usability Testing // ACM Transactions on Computer-Human Interaction. 2019. Vol. 26, Iss. 1. Article 3. P. 1–38. Available at: https://dl.acm.org/doi/10.1145/3299096 (accessed: 24.07.2026).
15. Spence C. The Pepsi Paradox: A Review // Food Quality and Preference. 2019. Vol. 71. P. 129–139. Available at: https://www.sciencedirect.com/science/article/pii/S0950329317302872 (accessed: 24.07.2026).
