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Market Sensing Today by Constantinos-Vasilios Priporas, Melvin Prince

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Chapter 6

Market Sensing in Practice with Google Analytics

Subroto Roy

Department of Marketing & Quantitative Analysis, University of New Haven, West Haven, CT 06516, United States

Introduction

When market sensing was introduced by George Day 1 in 1994, the Internet was at its infancy and methods to sense markets included qualitative research methods like interviews and focus groups followed by surveys and other quantitative methods. As noted in Figure 6.1 (adapted from Day, Figure 6.4), 2 the horizontal arrow was the process of market sensing with discrete steps like information acquisition, information distribution, information interpretation, and information utilization.

Figure 6.1 Market sensing and Google Analytics

On the quantitative ...

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