Abstract:

As the Internet has now become a legitimate and often critical business medium, it has also forced those of us in the market research profession to confront a wide assortment of new challenges, including reevaluating traditional market research techniques and practices and embracing new ones. In this paper, I will highlight some personal experiences that I have encountered in the past two and one-half years at one of the world’s largest technology corporations - IBM. I will share some learnings from several web site surveys and use these examples to illustrate how the complexities of online market research will force change in the how market researchers approach their work and in the skill sets required of successful research professionals.