The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.
Chapter 7: Online Marketing Research
Online Marketing Research
Background and Overview
The Online Research Evolution
The use of the Internet for marketing research has grown significantly over the past several years. The industry newsletter Inside Research, which surveys firms to track the amount of money spent on online research efforts, estimates that about $4 million was spent in the United States in 1996. By the beginning of 2006, Internet research was a global phenomenon, with estimated spending of close to $1.2 billion in 2005, not including Internet audience measurement spending (“Online Nears One-Third Survey Dollars,” 2006). While the United States represents more than 80% of the worldwide total, European and Asian adoption of online research methods has gained momentum in recent years, and current growth rates outpace that of the ...