Abstract:

This paper examines the development of the Internet as its relates to marketing and the role of online customer research. It looks at the changing relationship between marketer and customers, the impact of virtual communities, the development of one-to- one relationship marketing and overlays the principal tracks that market research is taking in terms of the Internet as a medium for measurement and as a data collection tool. It examines the research tools available online; the dynamics of data collection, issues of respondent selection, privacy, security and the future direction, concerns and opportunities for the industry.