Digital technologies in marketing research: opportunities and limitations

Digital transformation of the economy has significantly changed approaches to the process of organizing and conducting marketing research. The article considers the main aspects of using digital tools for collecting, analyzing and processing marketing information, presents their significant advantages over traditional methods and identifies a number of limitations. The authors conclude that the successful application of digital technologies in marketing research requires not only technical equipment, but also the presence of marketers' professional digital competencies. In conclusion, the authors emphasize the need to integrate traditional methods of marketing research with digital approaches to improve the accuracy, reliability and representativeness of the data obtained, as well as to identify hidden patterns and the formation of deeper analytical conclusions.