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The Digital Revolution by Alan Charlesworth

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Digital Market Intelligence

Although website analytics can provide a wealth of research data on customer activities in relation to your web presence, the digital environment provides the organization with wider access to useful information that was previously only available to off-line researchers.

Gathering primary data

All methods of collecting primary data using the Internet are on-line applications of traditional off-line techniques—but they can be more effective, and certainly cheaper. The Internet makes distribution of survey questionnaires very easy, and the interactive nature of the web can increase response rates. These can range from single questions posed in a small box in a prominent position on a busy site, to full-blown questionnaires ...

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