Market Research : A Changing World

Medcalf, Graham; Dodd, Jonathan
November 2008
NZ Marketing Magazine;Nov2008, Vol. 27 Issue 10, p23
The article focuses on the state of market research in New Zealand in 2008 and discusses the challenges posed to market research companies to keep pace with innovation. It notes that marketers in the digital world are faced with the challenge to uncover how ideas and brands are communicated via online social networks. It is said that the success of marketing campaigns in the future will be based upon the ability of marketers to measure results and tie them back to specific goals.


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