Post-pandemic reflections on challenges and opportunities for marketing research in the 21st century
DOI:
https://doi.org/10.37497/2965-7393.SDGs-Countries.v4.n00.18Keywords:
Marketing Research, COVID-19 Pandemic, Technological Advancements, Consumer Behavior, Big Data and AnalyticsAbstract
Objective: To examine the impact of the COVID-19 pandemic on marketing research, highlighting challenges and opportunities in this field in the 21st century.
Method: The paper employs an analytical approach, examining the intersection of technological advancements, consumer behavior changes, and the pandemic's impact on marketing.
Results: It reveals significant shifts in marketing research methodologies and practices, emphasizing the growing importance of big data and advanced analytics.
Conclusions: The authors conclude that marketing research must evolve to remain relevant, incorporating new tools and methods to address the dynamic market environment.
Implications for Practice: The paper suggests that academic and practical marketing research needs to adapt to these changes, incorporating technological advancements and innovative approaches to remain effective in the post-pandemic era.
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