EXPANDING THE SCOPE OF MARKETING RESEARCH THROUGH DIGITALIZATION

Natal'ya Diesperova

doi:10.29039/2409-6024-2026-14-7-429-447

VAK Russia 5.2.1 UDC 339.138 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

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EXPANDING THE SCOPE OF MARKETING RESEARCH THROUGH DIGITALIZATION

Published in Russian Journal of Management · Volume 14, Issue 7 · Pages 429–447 · Rubric: Marketing and logistics

DOI: https://doi.org/10.29039/2409-6024-2026-14-7-429-447

Received: 17.08.2026 Accepted: 20.08.2026 Published: 24.08.2026

Authors

Natal'ya Diesperova

ORCID Scopus

Natal'ya Diesperova

Academic degree: candidate of economic sciences

Patrice Lumumba Peoples’ Friendship University of Russia assistant professor · Department of Applied Economics · Russian Federation · Moscow

Peoples’ Friendship University of Russia Associate Professor · Department of Applied Economics at the Higher School of Management · Moscow

ORCID Scopus

ABSTRACT

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.

KEYWORDS

marketing research, online research, A/B testing, UX testing, digital platforms, consumer behavior

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This work is licensed under Creative Commons Attribution-NonCommercial 4.0 International Creative Commons

GOST

Diesperova N. A. EXPANDING THE SCOPE OF MARKETING RESEARCH THROUGH DIGITALIZATION // Russian Journal of Management. 2026. no. 7. pp. 429-447. DOI: https://doi.org/10.29039/2409-6024-2026-14-7-429-447. (Date of access 11.10.2026).

MLA

Natal'ya Diesperova. "EXPANDING THE SCOPE OF MARKETING RESEARCH THROUGH DIGITALIZATION." Russian Journal of Management 14.7 (2026): 429-447. DOI: https://doi.org/10.29039/2409-6024-2026-14-7-429-447.

APA

Diesperova N. A. (2026). EXPANDING THE SCOPE OF MARKETING RESEARCH THROUGH DIGITALIZATION. Russian Journal of Management, 14(7), 429-447. https://doi.org/10.29039/2409-6024-2026-14-7-429-447

Chicago

Natal'ya Diesperova. "EXPANDING THE SCOPE OF MARKETING RESEARCH THROUGH DIGITALIZATION." Russian Journal of Management 14, no. 7 (2026): 429-447. https://doi.org/10.29039/2409-6024-2026-14-7-429-447.

WIKI

{{cite journal | author = Diesperova N. A. | title = EXPANDING THE SCOPE OF MARKETING RESEARCH THROUGH DIGITALIZATION | journal = Russian Journal of Management | year = 2026 | volume = 14 | issue = 7 | pages = 429-447 | doi = 10.29039/2409-6024-2026-14-7-429-447 }}

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