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The new role of market research (qualitative and quantitative) in digital environment and its role in developing efficient Internet marketing – Bc. Katarína Marešová

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University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication

Bc. Katarína Marešová

Master's thesis

The new role of market research (qualitative and quantitative) in digital environment and its role in developing efficient Internet marketing

The new role of market research (qualitative and quantitative) in digital environment and its role in developing efficient Internet marketing

Abstract: The nature of digital environment allows organizations to research their target audience quickly and with ease. Classic research methods are adjusted by the technical progress and software enhancements into a new way to gain the easy-to-use and easy-to-filter data which might be open and free to anyone. The comprehensive world of the internet gives us an opportunity to get anwers without waiting and for free. This thesis is focused on the effect of electronic media and digital technology on the market research. The main goal is to show how market research might go electronic and how can be digital forms of marketing communication analysed and improved.

Keywords: Market research, Digital Environment, Search Engine Optimization, Social Media Optimization, Web Analytics, Off-site Web Analytics, Social Media Monitoring, Traffic Rank, Engagement Metrics, Search Traffic, Keywords from Search Engines, Upstream Sites, The Sites Linking in, Load Time Metrics, Strength, Sentiment, Passion, Reach, Hashtags, Social Media Sources, Facebook Page Statistics, Distribution of Fans

Language used: English

Thesis defence

  • Date of defence: 24. 6. 2014
  • Supervisor: M.A. Ondřej Kotouč
  • Reader: PhDr. Karel Eliáš, CSc.

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