51375

Joe F. Hair, Jr.
Dana E. Harrison
Jeffrey J. Risher

Revista Brasileira de Marketing

O papel do marketing está evoluindo rapidamente, e desenhos e métodos de análise usados por pesquisadores de marketing também estão mudando. Essas mudanças estão emergindo das transformações nas habilidades de gerenciamento, inovações tecnológicas e evolução do comportamento do consumidor. Porém, talvez, o maior condutor dessas mudanças seja o aparecimento do big data e dos métodos analíticos usados para examinar e entender os dados. Para continuar a ser relevante, a pesquisa de marketing deve permanecer tão dinâmica quanto os mercados e se adaptar de acordo com o seguinte: os dados continuarão crescendo exponencialmente; a qualidade dos dados irá se aprimorar; analytics (inteligência analítica) será mais poderosa, fácil de usar e mais amplamente usada; gerenciamento e decisões do consumidor serão, cada vez mais, baseados em conhecimento; questões de privacidade e desafios serão tanto um problema quanto uma oportunidade, enquanto as organizações desenvolvem suas habilidades analíticas; dados analíticos se tornarão fortemente estabelecidos como uma vantagem competitiva, tanto na indústria de pesquisa em marketing quanto nos estudos acadêmicos; e, num futuro previsível, a demanda por cientistas de dados altamente treinados excederá a oferta.

Análise de Dados, Big Data, Marketing Analítico, Pesquisa em Marketing, Qualidade de Dados

HAIR, Jr.; HARRISON, D.; RISHER, J. Marketing Research in the 21st Century: Opportunities and Challenges. Revista Brasileira de Marketing, v. 17, n. 5, p. 666-699, 2018.

Hair, Jr., Harrison, D., & Risher, J. (2018). Marketing Research in the 21st Century: Opportunities and Challenges. Revista Brasileira de Marketing, 17(5), 666-699.

10.5585/bjm.v17i5.4173

http://www.spell.org.br/documentos/ver/51375/pesquisa-em-marketing-no-seculo-xxi--oportunidades-e-desafios/i/pt-br

Artigo

Inglês

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