Internet based marketing research: a serious alternative to traditional research methods?

N. Laskey, A.M. Wilson

Research output: Contribution to journalArticle

53 Citations (Scopus)

Abstract

This paper examines how online market research is utilised within UK market research agencies and what opportunities or problems this new research tool is giving the market research industry. The research involved sending 120 postal questionnaires to UK based market research agencies that claimed to do Internet based research. The main findings from the study show that the dramatic growth predicted by industry commentators is not evident among practising market researchers. Internet research is tending to be used for specialist types of research study such as Web site evaluation, business to business and employee research, where the audience is more likely to be online, or are part of an easily accessible database list supplied by clients. The research also found continuing concern about sample frames, attrition of panel members and response rates. Many in the industry are still undecided on the likely problems and opportunities associated with Internet research. There needs to be far more research and development if Internet based research is to become a serious alternative to traditional research methods.
LanguageEnglish
Pages79-84
Number of pages5
JournalMarketing Intelligence and Planning
Volume21
Issue number2
DOIs
Publication statusPublished - 2003

Fingerprint

Market research
Research methods
World Wide Web
Marketing research
Industry
Internet research
Business to business
Online markets
Response rate
Web sites
Data base
Attrition
Employees
Questionnaire
Evaluation

Keywords

  • internet
  • market research
  • online computing
  • questionnaires
  • marketing

Cite this

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Internet based marketing research: a serious alternative to traditional research methods? / Laskey, N.; Wilson, A.M.

In: Marketing Intelligence and Planning, Vol. 21, No. 2, 2003, p. 79-84.

Research output: Contribution to journalArticle

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