Key innovations in marketing research at 10 year intervals from 1960 to the present
| Year | Technology | New data | New methods | New issues |
|---|---|---|---|---|
| 1960-1969 | Mainframe | Aggregate | Regression | Marketing concept |
| Survey | Stochastic | Marketing mix | ||
| Diary panel | Discriminant | Response models | ||
| Cluster | Product life cycle | |||
| MDS | Diffusion | |||
| Brand loyalty | ||||
| Perceptions/preferences | ||||
| Segmentation | ||||
| 1970-1979 | Mainframe | Lab experiments | Conjoint | Measurement |
| Covariance structure | Multi-attribute | |||
| Logit | Attitudes | |||
| Qualitative research | Positioning | |||
| Information processing | ||||
| Market share models | ||||
| Decision support | ||||
| 1980-1989 | Scanner | Scanner panel | Finite mixture | Brand choice |
| PC | Point of sale data | Interpretative | Strategy | |
| Game theory | Channels | |||
| Pricing | ||||
| Services | ||||
| Involvement | ||||
| Knowledge/expertise | ||||
| 1990-1999 | Internet | Online shopping | Bayesian | CRM |
| Web browser | Clickstream | Heterogeneity | Market orientation | |
| Search engines | Big data | Hazard | Long-term effects | |
| Time series | Consumption behavior | |||
| Consideration sets | ||||
| Brand Equity | ||||
| Satisfaction | ||||
| Internet | ||||
| 2000-2009 | Broadband | Reviews | Text mining | Online advertising |
| Social networks | Social networks | Machine learning | Online word-of-mouth | |
| Smart phones | Econ Structural models | Online experience | ||
| Wi-Fi | Marketing profitability | |||
| Service dominant logic | ||||
| 2010-2019 | Virtual assistant Smart home | Location tracking | Control function Field experiments Big data techniques Neuroscience | Multi-channel Mobile Social networks Privacy Showrooming |
| Year | Technology | New data | New methods | New issues |
|---|---|---|---|---|
| 1960-1969 | Mainframe | Aggregate | Regression | Marketing concept |
| Survey | Stochastic | Marketing mix | ||
| Diary panel | Discriminant | Response models | ||
| Cluster | Product life cycle | |||
| MDS | Diffusion | |||
| Brand loyalty | ||||
| Perceptions/preferences | ||||
| Segmentation | ||||
| 1970-1979 | Mainframe | Lab experiments | Conjoint | Measurement |
| Covariance structure | Multi-attribute | |||
| Logit | Attitudes | |||
| Qualitative research | Positioning | |||
| Information processing | ||||
| Market share models | ||||
| Decision support | ||||
| 1980-1989 | Scanner | Scanner panel | Finite mixture | Brand choice |
| PC | Point of sale data | Interpretative | Strategy | |
| Game theory | Channels | |||
| Pricing | ||||
| Services | ||||
| Involvement | ||||
| Knowledge/expertise | ||||
| 1990-1999 | Internet | Online shopping | Bayesian | CRM |
| Web browser | Clickstream | Heterogeneity | Market orientation | |
| Search engines | Big data | Hazard | Long-term effects | |
| Time series | Consumption behavior | |||
| Consideration sets | ||||
| Brand Equity | ||||
| Satisfaction | ||||
| Internet | ||||
| 2000-2009 | Broadband | Reviews | Text mining | Online advertising |
| Social networks | Social networks | Machine learning | Online word-of-mouth | |
| Smart phones | Econ Structural models | Online experience | ||
| Wi-Fi | Marketing profitability | |||
| Service dominant logic | ||||
| 2010-2019 | Virtual assistant | Location tracking | Control function | Multi-channel |