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master's thesis
Marketinška istraživanja na Internetu
2018. urn:nbn:hr:145:740315
Kamenčak, Andrea
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Kamenčak, A. (2018). Marketinška istraživanja na Internetu (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:740315

Kamenčak, Andrea. "Marketinška istraživanja na Internetu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:740315

Kamenčak, Andrea. "Marketinška istraživanja na Internetu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:740315

Kamenčak, A. (2018). 'Marketinška istraživanja na Internetu', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 03 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:740315

Kamenčak A. Marketinška istraživanja na Internetu [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2025 April 03] Available at: https://urn.nsk.hr/urn:nbn:hr:145:740315

A. Kamenčak, "Marketinška istraživanja na Internetu", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:740315

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Metadata
TitleMarketinška istraživanja na Internetu
Title (english)ONLINE MARKETING RESEARCH
AuthorAndrea Kamenčak
MentorAntun Biloš (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-02-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom diplomskom radu obrađena je tema marketinških istraživanja s naglaskom na novije metode istraživanja tj. istraživanja putem interneta. U početku je obrađen teoretski dio marketinških istraživanja, njihov pojam, definicija i ciljevi. U temeljnim crtama su objašnjene povijesna metoda, metoda promatranja, metoda ispitivanja te metoda eksperimenta, način na koji se pojedine od njih provode te njihove prednosti i nedostatci. Budući da je razvoj interneta osigurao novi medij za provođenje... More istraživanja, prikazani su podatci o razvoju samog interneta, njegova današnja rasprostranjenost i potencijal u budućim istraživanjima. U temeljnom dijelu rada prikazan je proces marketinškog istraživanja na internetu prema fazama – od definiranja problema i ciljeva, određivanja izvora i metoda za prikupljanje podataka, izvora podataka i samog procesa prikupljanja do analize podataka, njihove interpretacije i sastavljanja izvještaja. Također su detaljnije obrađene karakteristike primarnih i sekundarnih izvora podataka te njihove prednosti i nedostatci. U ovom dijelu navedene su i objašnjene metode i alati za prikupljanje primarnih i sekundarnih podataka na internetu poput tražilica, metatražilica, tematskih kataloga i web-anketa. Kao zaključak rada prikazano je kako klasična marketinška istraživanja, te marketinška istraživanja na internetu donose korist tvrtkama u današnjem turbulentnom poslovnom svijetu kroz stvaranje marketing-informacijskog sustava. Prikupljanje informacija za sustave internih izvještaja, marketinškog obavještavanja, marketinškog istraživanja i sustava analitičkog marketinga omogućava stvaranje kvalitetne baze za sustav poslovne inteligencije i uspješnije poslovanje u budućnosti. Diplomski rad sadrži i primjere marketinških istraživanja u vidu istraživanja putem web-ankete (primarna istraživanja) te istraživanja analitike web-sjedišta te društvenih mreža (sekundarna istraživanja). Less
Abstract (english)
This graduate paper talks about the topic of marketing research focusing on newer research methods, ie research through the Internet. Graduate paper begins with the elaboration of theoretical part of marketing research, its concept, definition and purpose. The historical method, observation method, test method and experiment method are explained briefly, as well as how each of them performs, their advantages and disadvantages. Since its development, the Internet has provided a new medium... More for conducting research, so data on growth, its current distribution and potential in future research are presented. Focal part of the paper, the process of marketing research on the Internet, is presented in phases - from defining the problems and goals, determining sources and methods for data collection, data sources, and the process of collecting data to the data analysis, interpretation and compilation of the report. The details of the primary and secondary data sources and their advantages and disadvantages are also elaborated. This section also outlined the methods and tools for collecting primary and secondary data on the Internet, such as search engines, metatarsals, thematic catalogs, and web surveys. As a conclusion, it is shown that classical marketing research and marketing research on the internet bring benefits to companies in today's turbulent business world through the creation of a marketing information system. Gathering information for internal reporting systems, marketing intelligence, marketing research, and analytical marketing systems enables creating a quality database for business intelligence and more successful business operations in the future. The graduate paper also contains examples of marketing research such as surveys via web surveys (primary research) and web analytics research and social networks analytics (secondary research). Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:740315
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-02-26 16:43:15
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