The Identification of Innovative Research Methods and Techniques Utilized in Marketing Research in the Digital Era

Abstract The current technological advancement and the mass utilization of information and communication technology create a milestone in the way marketing research is conducted. The presented scientific contribution focuses on the identification of innovative research methods and techniques, which have the highest degree of applicability in the process of marketing research in the near future. The aim of this paper is also to predict the changes that are going to affect the development of marketing research in the near future, based on an analysis of the current status in comparison with the results of an own scientific study.