Abstract:
Marshall McLuhan said the 'medium is the message', but in the early days of online research the common call was that the Internet was just another data collection medium and that it was not going to change research, it was simply improving things like speed, cost, reach, and convenience. However, it is beginning to be apparent that the Internet is a disruptive innovation, i.e. one that changes the business rules and the methodologies. This paper looks at various aspects of this unfolding disruption.
This could also be of interest:
Research Papers
Producer has changed. Consumer has changed. What about the distributor?
Catalogue: CEE Conference 1995: Towards A Market Economy
Author: Tomás Drtina
 
April 1, 1995
Research Papers
How internet advertising works
Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment
Authors: Rex Briggs, Horst Stipp
 
June 15, 2000
Research Papers
How Internet advertising works
Catalogue: ESOMAR Net Effects 1999
Authors: Horst Stipp, Rex Briggs
Company: KANTAR TNS Malaysia
June 15, 1999
