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Marketing
2014, vol. 45, br. 1, str. 63-74
jezik rada: srpski
vrsta rada: pregledni članak
doi:10.5937/markt1401063P
Prednosti i nedostaci onlajn-istraživanja
Univerzitet u Beogradu, Ekonomski fakultet

e-adresa: marinap@ekof.bg.ac.rs

Sažetak

Najnoviji metodološki pristup marketinškom istraživanju koji još uvek nije dovoljno istražen jeste onlajn pristup. Uprkos brojnim nedostacima onlajn-istraživanja se sve više koriste u svetu, posebno u razvijenim zemljama. Da bi se sprovelo kvalitetno onlajn-istraživanje neophodno je da se sa jedne strane maksimalno iskoriste mogućnosti koje ova tehnika istraživanja pruža, a sa druge strane da se izbegnu ograničenja koja proizilaze iz same prirode pristupa istraživanju. Zbog toga je neophodno da se prednosti i nedostaci dobro razumeju i da se nađu potencijalna rešenja problema koji se javljaju kod ove vrste istraživanja. Cilj ovog rada je da se na osnovu postojeće literature prikažu prednosti i nedostaci onlajn-istraživanja kao i potencijalna rešenja problema koji se ovde javljaju. Upoređivanjem tradicionalnih i onlajn marketinških istraživanja zaključujemo da su onlajn istraživanja u nekim segmentima bolja a u nekim lošija od tradicionalnih i da uspešnost samog istraživanja u velikoj meri zavisi od: toga koliko je istraživač upoznat sa prednostima i nedostacima određenih načina prikupljanja podataka, od same prirode problema koji želi da reši i od načina kako će definisati eksperimentalni dizajn.

Ključne reči

onlajn marketinško istraživanje; marketinško istraživanje; prednosti i nedostaci onlajn istraživanja

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