The Impact of Technology

Chapter 5

The burgeoning of the WWW has given marketers great new opportunities. Market researchers have realized that conducting focus groups in cyberspace is much faster and economical than the traditional way. Specific benefits include the ability to tap into a diverse audience that are spatially separated (i.e., collect information on a global basis). Firms such as BKG America, a New York research firm specializes in collecting data via broad surveys and in-depth electronic chat sessions. The company specializes in collecting data from children, teens, and Generation X audiences.