Title page

Impressum

Contents

List of Figures

I. Introduction

II. Trends and changes in marketing research

III. Trends and changes of consumers and firms

IV. Answers in applied marketing research

V. New directions in marketing research

VI. New solutions: secondary data analysis

VII. New solutions: online quantitative surveys

VIII. New solutions: online qualitative surveys

IX. New solutions: instrumental and digital observations

Colophon

Verso

Figure 2.1: The traditional operational model of applied marketing research

Figure 2.2: Global revenue of the market research industry from 2008 to 2018 (in billion U.S. dollars)

Figure 2.3: Changes in the circumstances of online marketing research between 1999 and 2019

Figure 2.4: Market research and public opinion polling revenue in Hungary from 2010 to 2022 estimate

Figure 2.5: Changes in the volume of Gross Domestic Product in Hungary

Figure 3.1: Different periods of consumer behaviour

Figure 3.2: A day in Data

Figure 4.1: The new operational model of applied marketing research

Figure 4.2: Buzz Topics: Tech & The Skills used to lead it

Figure 4.3: Distribution of answers in the full sample (n=2000) (Szűcs, 2018)

Figure 4.4: Emerging methods in use by buyers vs. suppliers

Figure 4.5: Automated text analysis of the article titles published in 2020 on piackutatas-hirek.hu

Figure 4.6: The most definitive phenomena in marketing research, 2016-2019

Figure 4.7: Valuable researcher competencies in the future

Figure 4.8: The changes defining the new business operations with their consequences

Figure 5.1: Traditional categorisation of research methods

Figure 5.2: Grouping of the most commonly used innovative research methods

Figure 6.1: Grouping of secondary data, sources, and methods

Figure 6.2: Grouping of secondary research methods

Figure 6.3: Posts related to "Fintech banking (Revolut, TW, N26 etc.)" on forum.index.hu

Figure 6.4: List of top social sites by number of active users – July 2020

Figure 6.5: Mention graph in the Neticle system

Figure 6.6: Market share (per cent) of online search engines in 2020

Figure 6.7: Google Trend searches worldwide in 2019

Figure 7.1: Proportion of questionnaire survey methods in applied marketing research

Figure 7.2: The share of different survey methods in applied marketing research in 2018

Figure 7.3: Opportunities for innovation according to the industry

Figure 7.4: Dashboard surface in the system of SurveyMonkey

Figure 7.5: The user surface of the NRC Netpanel.hu

Figure 7.6: An example for gamified questions – ranking

Figure 8.1: Qualitative techniques in applied marketing research

Figure 8.2: The user platform of an online focus group on Collabito’s website

Figure 8.3: The dashboard of a mobile ethnography research in the system of indeemo

Figure 9.1: Three generations of Tobii Glasses mobile eye tracker

Figure 9.2: Structure of an eye tracker

Figure 9.3: Result of eye tracking measurements: heat map

Figure 9.4: Mobil EEG (dry technology)

Figure 9.5: Heat map showing the activities of website in the Hotjar system

Figure 9.6: VRT application in Shopper 360 system