Abstract:

Until recently online desk research was not widespread. This however has changed over the past few years - particularly since the Internet is offering various possibilities for the market researcher to search online for basic and detailed market data. By using the Internet and its numerous online information databases desk research can be done cost- effectively and easily - on a national and international scale. This paper gives not only an overview of the Internet possibilities for online market desk research but offers market researchers - with the help of a typical case study from this business area - a means of obtaining a clear picture of how when and to what extent the Internet can be used for their special purposes. Advantages as well as the problems and disadvantages of Internet usage are explained. Furthermore a choice of relevant URLs will provide the market researcher who is not as familiar with online desk research with an initial orientation and a starting point when compiling online desk research market studies in the near future.