Abstract:

The paper describes the work that has been carried out to test a set of existing marketing research methodologies applied to the internet environment. One of the objectives of this project is to test how spontaneous opinions can be used as a valuable input for marketing research activities, mainly in customer satisfaction research. It also describes the early stages of building an internet consumer panel out of an already existent internet community. The results at this stage of the project are based on the analysis of opinions already given and rated by the virtual community members, without being asked any additional questions.