Badania marketingowe w dobie wirtualizacji życia społecznego
Marketing research in the era of virtualization of social life

Summary/Abstract: Virtualization of social life is seen as an increase in the number of Internet users and the growing dimension of time spent in this medium, as well as the increasing frequency of use of the Internet. These changes affect the market of marketing research. Internet and the environment of online communities has created new conditions for the implementation of qualitative and quantitative marketing research. The development of online communities increases the importance of reaching out to the "weak signals" of market and to conduct network monitoring and content analysis of speech and visual materials created by the Internet users. Another change occurring in the area of marketing research is the creation of new online communities for research purposes, and the enrichment of research respondents with information obtained from studies of interactions happening among respondents.

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