economicsВестник РГГУ. Серия «Экономика и управление»RSUH/RGGU BULLETIN. Series Economics. Management. Law3033-7216Russian State University for the Humanities (RSUH)10.28995/2073-6304-2023-4-53-63economics-505Research ArticleУПРАВЛЕНИЕMANAGEMENTМаркетинговые исследования и цифровая трансформация: вызовы и решенияMarketing research and digital transformation. Challenges and solutionsПратусевичВ. Р.PratusevichV. R.

Виктор Р. Пратусевич, кандидат физико-математических наук, доцент

125047, Москва, Миусская пл., д. 6

Viktor R. Pratusevich, Cand. of Sci. (Physics and Mathematics), associate professor

bld. 6, Miusskaya Square, Moscow, 125047

v_pratus@mail.ruРоссийский государственный гуманитарный университетРоссияRussian State University for the HumanitiesRussian Federation202322122023045363Copyright © Пратусевич В.Р., 20232023Пратусевич В.Р.Pratusevich V.R.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://economics.rsuh.ru/jour/article/view/505

Статья посвящена оценке роли цифровой трансформации в современном развитии сферы маркетинга и маркетинговых исследований. На основе обзора существующей литературы и опроса экспертов выявлены типы исследовательских технологий, связанные с цифровизацией. Особое внимание уделено развитию онлайн-опросов как базового метода сбора данных в современных маркетинговых исследованиях. Рассмотрена проблема ограничения репрезентативности данных онлайн-опросов и современные решения, позволяющие минимизировать погрешность результатов профессиональных онлайн-опросов

The article is about assessing the role of digital transformation in the modern development of the field of marketing and marketing research. Based on a review of existing literature and interviews of experts, the types of research technologies associated with digitalization are identified. Particular attention is paid to the evolution of online surveys as the preferred method of the data collection in modern marketing research. An issue of the representativeness limitation in the online survey data is addressed and best practice solutions to minimize the error in the results of professional online surveys are considered

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The authors declare that there are no conflicts of interest present.