Consumers in Virtual Worlds Literature Review /

Consumers in Virtual Worlds Literature Review / Theoretical Framework: The article in the journal Marketing Intelligence & Planning points to how marketing research is becoming more pivotal to companies due to increased global competition (globalization). The authors point out that because some firms struggle to re-invent the way they conduct marketing research in the new millennium, they are considered "learning organizations" (Malhotra, et al., 2001, p. 216). The article presents important practical information about how firms should conduct research.

For example, qualitative research should be conducted with a "postmodern" approach, which uses "artistic interpretation" methods and rejects the old way of doing things like sending out surveys to determine what consumers prefer. Updated qualitative research uses computer-assisted data and embraces creative methods. On the quantitative research side, the authors advocate automated "data mining"; new databases should contain unlimited information about foreign product markets (Malhotra, 221).

Key Findings: Conducting surveys is tricky in foreign countries: a) not all consumers have phones; b) mailing materials is problematic in developing countries; c) online surveys work in industrialized countries; and d) on-the-street interviews work in many regions (Malhotra, 224). Contributions: New marketing strategies are emerging: one, the speed of business -- due to the digital revolution -- allows firms to be more responsive and flexible; and two, the globalized market is expanding and consumers are far more savvy (Malhotra, 216).

The Central Argument: This piece was written in 2001, but it is logical in its argument that unless firms adjust marketing research to new global market realities, they will fall behind competitors. They present a long list of "emerging issues" (217) that is thorough and cogent. Literature Review / Theoretical Framework: In essence, the authors are urging firms to use marketing strategies that move away from tradition (seeing the consumer as a an "information processor") and instead embrace the idea that consumers are "socially connected beings" (Catterall, et al., 2001, p. 228).

Using cyberspace to conduct ethnographic marketing research is the new way to learn about what consumers respond to. Interestingly, if this article were written in 2012, social media (Facebook, Twitter, and YouTube) would be vitally important components of their presentation, but those media were not in existence in 2001. Methodology: the authors recommend "lurking" in online communities (chat rooms, and bulletin boards) in order to understand the thinking in those virtual worlds.

While collecting data through interviews with online users, the marketing researcher must be ethical and patient and must accept "…certain methodological limitations" (Catterall, 232). The marketing professional must be cautious when leaving the chat room, or other community forum online because a quick departure can interrupt the group's "synergy" and create a "mourning phase" (Catterall, 233). Key Findings: marketing researchers of necessity are moving away from "focus groups" and traditional marketing tools and instead are utilizing "ethnographic research methods" in cyberspace, the new world in which to tap consumer.