Entwicklungschancen in Zeiten von Social Media und Big Data

This book takes a look at the future of market research: Which role will market research play in the future for companies? Does the market research industry need to re-define the significance it places on big data, social media, short-lived data hypes and real business time and again? Are „data-experts“ the market researchers of the future? How will „classic market research“ look like in ten years?

These and many more questions about market research are answered in the book by renowned experts. They show what the industry needs to be aware of in the future in order to continue to be successful on the basis of three key themes

• Market researchers and their profession: Training, intelligence professionals, strategic human ressource management
• Research methods and research objects: Customer satisfaction research, qualitative market research, GPS usage, linguistic text mining, gamification
• Research fields through the ages: Residential properties, financial industry, shopper market research, strategic options through Google, Facebook & Co.

The second edition of this book underwent a fundamental rework and update. It takes into account recent developments, market overviews and industry experiences of the past years.