Crowdsourced versus Traditional Market Research: An Ethnographic Exploration

Richard Gruner, D. Power, L. Bertolini

Research output: Chapter in Book/Conference paperConference paper

Abstract

The literature increasingly heralds the advantages of crowdsourced market research (CMR) over more traditional market research (TMR) methods. Online CMR has the
potential to allow firms to cost-effectively gather product development insights from many diverse customers. But several theoretical arguments challenge the superiority
of CMR over more traditional methods, such as focus groups or interviews. To shed light on this issue the authors conducted a two-year ethnographic investigation at a
large media corporation that details managers’ experiences with both types of market research. Findings show that six main factors determine whether firms should conduct
CMR or more traditional market research.
Original languageEnglish
Title of host publicationAustralia New Zealand Marketing Academy Conference 2013
Place of PublicationAuckland, New Zealand
PublisherPromaco Conventions Pty. Ltd.
Pages1
ISBN (Print)9780646563305
Publication statusPublished - 2013
EventCrowdsourced versus Traditional Market Research: An Ethnographic Exploration - Auckland, New Zealand
Duration: 1 Jan 2013 → …

Conference

ConferenceCrowdsourced versus Traditional Market Research: An Ethnographic Exploration
Period1/01/13 → …

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