Introducing Marketing Research

By Paul Baines; Bal Chansarkar | Go to book overview
Save to active project

Internet Marketing
Learning OutcomesAfter reading this chapter you will be able to:
Understand the contribution that the Internet can make to marketing
Know how to collect primary data using the Internet.
Compare on- and off-line approaches to primary data collection
Describe the difficulties associated with data collection in Internet
marketing research.


In a relatively short period of time, the Internet has become a primary source of information for researchers. In particular, the Web now provides ready access to secondary data on all aspects of business, including estimates of the number of consumers connected to the Internet, analyses of specific market sectors, marketing intelligence reports and competitor profiles. There is a growing Amount of useful marketing information available on the Internet, much of it posted by Internet research companies such as AC Nielsen, NOP, Nua, Jupiter MMXI and Forrester (see Kumar, Aaker and Day, 1999, Chapter 6 for a review), but government bodies and academic institutions (e.g., GVU, 1998) have also made significant contributions. In this chapter, however, we will concentrate on the use of the Internet for primary research, and particularly survey research. (See Chapter 3 and Lescher, 1995, for ideas on using the Internet for secondary research.)

So what does on-line marketing research look like? To many observers, the most obvious form is the on-line poll included on many websites. You v\fell probably have seen one or more of these, identifying the best footballer of the twentieth century,


Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Cite this page

Cited page

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Introducing Marketing Research


Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 350

matching results for page

Cited passage

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?