文档介绍：Online Research as A Decision Tool for Marketing and
Management Strategies
Franch M., Mich L., Osti L.
University of Trento, Department puter and Management Sciences
Via Inama, 5, 38100 Trento, Italy
Tel. +39 0461 882131
Fax: +39 0461 882124
E-mail: ******@
Abstract services that match consumer intentions as closely as
possible. The transition from mass marketing (largely
In recent munication systems have undifferentiated products for a large number of people)
developed rapidly and innovatively, and the trend to one-to-one marketing (personalised products)
seems inexorable. is a typical example. As a requires businesses to be able to handle information
consequence of the information concerning the market about consumers so that their product range es
that has been gathered, marketing and management almost unique. is an interesting opportunity
strategies will certainly benefit from this major trend. from this point of view as well. When used for online
However, for this e about it is necessary first to market research it provides management with the
identify the most suitable method and tools among information it requires to meet market needs easily
those under experimentation. In our research we used and cheaply.
an online quantitative survey and the Delphi online Attempts have also been made in the field of market
method to identify fut