Russian Journal of Management

2409-6024 2500-1469

6a9c168132807fdbab8763f6

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

Маркетинг и логистика

Marketing and logistics

Маркетинг и логистика

EXPANDING THE SCOPE OF MARKETING RESEARCH THROUGH DIGITALIZATION

РАСШИРЕНИЕ ГРАНИЦ МАРКЕТИНГОВЫХ ИССЛЕДОВАНИЙ В УСЛОВИЯХ ЦИФРОВИЗАЦИИ

https://orcid.org/0000-0002-0103-235X

Диесперова

Наталья Александровна

Diesperova

Natal'ya Aleksandrovna

diesperova_natal@mail.ru

кандидат экономических наук;

candidate of economic sciences;

Российский университет дружбы народов им. Патриса Лумумбы Москва Россия Patrice Lumumba Peoples’ Friendship University of Russia Moscow Russian Federation

Российский университет дружбы народов Москва Peoples’ Friendship University of Russia Moscow

24 08 2026

14 7 429 447 16 08 2026

2026

Диесперова Наталья Александровна

Diesperova Natal'ya Aleksandrovna

https://rusjm.ru/en/nauka/publications/6a9c168132807fdbab8763f6/view

В статье рассмотрено влияние цифровизации на развитие маркетинговых исследований. Показано, что цифровые технологии существенно расширили возможности получения маркетинговой информации, снизили стоимость исследований и сделали их доступными для организаций различного масштаба. Проанализированы возможности использования современных цифровых платформ и сервисов, а также особенности применения A/B-тестирования как одного из наиболее характерных исследовательских инструментов цифровой среды. Рассмотрены ограничения интернет-исследований и условия их эффективного применения. Сделан вывод о том, что интернет-исследования не сводятся к переносу традиционных методов в цифровую среду, а позволяют изучать более широкий спектр потребительского поведения. В результате расширяются исследовательские возможности маркетинга и повышается обоснованность принимаемых маркетинговых решений.

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.

маркетинговые исследования интернет-исследования A/B тестирование UX-тестирование цифровые платформы потребительское поведение

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

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