EXPANDING THE SCOPE OF MARKETING RESEARCH THROUGH DIGITALIZATION

<jats:p>This study examines the impact of digitalization on the development of marketing research. It demonstrates that digital technologies have significantly expanded opportunities for collecting marketing information, reduced research costs, and made marketing research accessible to organizations of all sizes. The paper analyzes the capabilities of contemporary digital platforms and services, as well as the use of A/B testing as one of the most distinctive research tools of the digital environment. It also discusses the limitations of online research and the conditions under which it can be applied most effectively. The study concludes that online research is more than a digital version of traditional methods, as it enables the observation of a broader range of consumer behavior, thereby expanding the scope of marketing research and improving the quality of marketing decision-making.</jats:p>