Marketing research in the new millennium: emerging issues and trends

Abstract

Given the focus of the special issue, the present paper combines both the academic and the practitioner perspectives to highlight several issues and emerging trends that will shape the role of marketing research in the new millennium. These include a redefinition of the marketing researcher, the on‐going nature of marketing research, qualitative research, quantitative research, international marketing research, Internet marketing research, and ethical issues in marketing research.

Citation

Malhotra, N.K. and Peterson, M. (2001), "Marketing research in the new millennium: emerging issues and trends", Marketing Intelligence & Planning, Vol. 19 No. 4, pp. 216-232. https://doi.org/10.1108/EUM0000000005560