Weblogs and the quest for trendsetters: a new approach to recruitment
Serguie Cheikhetov O+K Marketing + Consulting, Russian Federation
INTRODUCTION
The marketing studies of trendsetters' lifestyles have recently become required reading. The logic of clients interested in these studies is quite clear, the studies of trendsetters' habits and behavior forming the mass culture and various trends followed by others help forecast the overall tendencies of market development. However, despite obvious advantages, these studies bring multiple problems of both methodological and purely technical character. The problem of finding the respondents for studies is the most important one. Surely, trendsetters do...