Market Research on the Internet

Abstract

The internet is, in principle, the answer to a market analyst’s prayer. Many of the tasks that can be carried out on the internet could almost have been designed with market research in mind As a massive showcase of data and as an effective and low-cost mechanism for collecting information on any topic and from any point of the globe, the internet represents a resource with which no traditional library can conceivably compete. As a method of sending and receiving text, images and voice messages to and from any individual, commercial organisation, government body or institution that is connected, the internet has the potential to displace many of the traditional primary data collection techniques. The process has already begun but the internet still suffers from serious flaws which limit its applications in market research. These will be solved over time and the research industry will certainly adopt the internet as an important tool in its armoury of research techniques. One of the biggest spurs is solving the problems will be the need for truly global research techniques to meet the requirements of global marketing. The internet, like the telephone, has the facility to globalise data collection.