Consumers in Virtual Worlds Literature Review / Case Study

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Consumers in Virtual Worlds

Literature Review / Theoretical Framework: The article in the journal Marketing Intelligence & Planning points to how marketing research is becoming more pivotal to companies due to increased global competition (globalization). The authors point out that because some firms struggle to re-invent the way they conduct marketing research in the new millennium, they are considered "learning organizations" (Malhotra, et al., 2001, p. 216).

The article presents important practical information about how firms should conduct research. For example, qualitative research should be conducted with a "postmodern" approach, which uses "artistic interpretation" methods and rejects the old way of doing things like sending out surveys to determine what consumers prefer. Updated qualitative research uses computer-assisted data and embraces creative methods. On the quantitative research side, the authors advocate automated "data mining"; new databases should contain unlimited information about foreign product markets (Malhotra, 221). Key Findings: Conducting surveys is tricky in foreign countries: a) not all consumers have phones; b) mailing materials is problematic in developing countries; c) online surveys work in industrialized countries; and d) on-the-street interviews work in many regions (Malhotra, 224).

Contributions: New marketing strategies are emerging: one, the speed of business -- due to the digital revolution -- allows firms to be more responsive and flexible; and two, the globalized market is expanding and consumers are far more savvy (Malhotra, 216).

The Central Argument: This piece was written in 2001, but it is logical in its argument that unless firms adjust marketing research to new global market realities, they will fall behind competitors.

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They present a long list of "emerging issues" (217) that is thorough and cogent.

Literature Review / Theoretical Framework: In essence, the authors are urging firms to use marketing strategies that move away from tradition (seeing the consumer as a an….....

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"Consumers In Virtual Worlds Literature Review " (2012, March 19) Retrieved June 28, 2025, from
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"Consumers In Virtual Worlds Literature Review ", 19 March 2012, Accessed.28 June. 2025,
https://www.aceyourpaper.com/essays/consumers-virtual-worlds-literature-review-55152
   

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