Examination of Hypotheses in Marketing Research (Published)
Statistical data is derived based on the survey of respondents, in the following three areas of the Georgian consumer market: product prices, tuition fees in higher education, the number of people wishing to travel to the parts of Georgia. Using this marketing information, the task of examination hypotheses about the unknown average values of populations is solved.
Uberization of Customer Needs With Data Analytics: How Marketing Strategy Lifts Products Innovation (Published)
An unprecedented explosion of innovation in the areas of big data, cloud computing, artificial intelligence, robotics, block-chains, self-driving cars, and mobile services has made changes permanent with higher customer expectations and growing switching loyalty to new products and services. The central question addressed by the study is how the digital fragmentation is disrupting the global business environment for new product growth, customer experiences and marketing innovation in supporting marketing decisions. This study used qualitative content analysis methodology and relied on recent marketing research articles, case studies, and digital analytics surveys. The findings of the study contribute to the evolving discussion on how the innovative digital globalization powered by free-flowing data with evolving customer experiences is giving way to the success of the new product. The final sections provide directions for future digital innovation, the customer experience research and product marketing success, with significant implications for academicians, practitioners, and policymakers