The role of Internet in Marketing Research:
Internet became a part of the companies to make and communicate decisions. Decision is made based on the information generated by marketing research. Increasingly the Internet is becoming an important source of market research. The reason is the Internet contains a large resource of information available to market research.
• Access to more resources
Access to informati
on via the Internet is an effective alternative to hours spent with traditional sources such as libraries. The Internet connects companies, academic institutions, trade associations, government agencies and private individuals. Use browsers, it is possible to access websites or users who are connected via the network.
• Information at Fingertips
Any information that is available in Internet are just a few clicks away. For marketing research, the Internet has two important sources of information. One is the websites that represent businesses, organizations and individuals to advertise their products, services or communicate their views. The second source is the user. The information contained in those sites rather than user groups are more reliable for a researcher. The companies and organizations generally give a real information about their businesses in their official portals. User groups can provide some useful leads by giving keywords and URLs.
• Exchange Information Globally in less time
Through the Internet it is possible to send and receive information from far away countries. For example, you can send and receive market reports to and from
It is undisputed finding that the internet has a vital role to play in market research. The data base in Internet is an increase in online versions of other information sources such as libraries, press, books, etc. This will give a further extension of marketing research to become more efficient in delivering better results.
