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Digitizing Consumer Research

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  • Johnson, Eric J

Abstract

How will the widespread diffusion of information technology change consumer research? I argue that information technology will profoundly change the way knowledge is generated and disseminated. In generating knowledge, consumer researchers will see the diminishing use of student subjects, an increase in the use of global samples, panels, secondary data, and information acquisition techniques. In disseminating knowledge, I suggest the possibility of self-organizing journals that would use the ratings of selected readers to determine the status of submitted research. Copyright 2001 by the University of Chicago.

Suggested Citation

  • Johnson, Eric J, 2001. "Digitizing Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(2), pages 331-336, September.
    • Handle: RePEc:oup:jconrs:v:28:y:2001:i:2:p:331-36
    DOI: 10.1086/322908
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    Cited by:

    1. Bucklin, Randolph E. & Sismeiro, Catarina, 2009. "Click Here for Internet Insight: Advances in Clickstream Data Analysis in Marketing," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 35-48.
    2. Haejeong Kim & Jinhee Kim, 2010. "Information Search for Retirement Plans Among Financially Distressed Consumers," Journal of Family and Economic Issues, Springer, vol. 31(1), pages 51-62, March.
    3. Kourtidis, Dimitrios & Šević, Željko & Chatzoglou, Prodromos, 2011. "Investors’ trading activity: A behavioural perspective and empirical results," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 40(5), pages 548-557.
    4. Girish Punj, 2006. "—Structural Modeling in Marketing: Some Future Possibilities," Marketing Science, INFORMS, vol. 25(6), pages 622-624, 11-12.
    5. Rossiter, John R., 2003. "Qualifying the importance of findings," Journal of Business Research, Elsevier, vol. 56(1), pages 85-88, January.
    6. Krishnamurthy, Sandeep & Kucuk, S. Umit, 2009. "Anti-branding on the internet," Journal of Business Research, Elsevier, vol. 62(11), pages 1119-1126, November.
    7. L. Robin Keller & Craig W. Kirkwood & Nancy S. Jones, 2010. "Assessing stakeholder evaluation concerns: An application to the Central Arizona water resources system," Systems Engineering, John Wiley & Sons, vol. 13(1), pages 58-71, March.

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