What effects does digital servitization have on the development of online qualitative research? An exploratoty approach
Abstract
Servitization is understood as the improvement of the supply of products and services through the application of value-added elements3. Throughout its existence, social and market research has relied on electronic services that have contributed to the development of quantitative methodology first and qualitative after. This article aims to analyze the effect of these technological developments on qualitative market research. Thus, from an exploratory and descriptive perspective, through desk research and content analysis, the relationship between digital servitization4 and qualitative methodology is described. The results show the existence and use of these tools in the marketing world and their implementation in social research institutes. However, it could be said that, despite its widespread implementation in the research industry, the recruitment figures remain very low.
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