Digitizing Consumer Research
Journal of Consumer Research · 2001 · Volume 28 · Issue 2
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.
Keywords
Behavioral decision theory, Sampling issues, Panel data analysis, Survey research
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