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Returning to Amazon, the publishing sector was transformed by data gathered on its book sales, demonstrating the significant benefit that online methodologies offer. However, traditional techniques were used to create Amazon's physical bookstore in Seattle in order to learn more about the experiential aspect of a physical book store. Similar to this, the consumer goods company Unilever regularly uses digital tools to analyze consumer sentiment data but still relies on conventional market research methods to understand emerging markets. ..........................................

One must not ignore the obvious importance of human interaction when evaluating the traditional methods of market analysis.

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