The Internet and the changing role of market research

Date of publication: June 15, 2000


Internet based research is very experimental in nature due to the rapid development of the Internet. Because of this rapid growth, theory has been slow to catch up. As Harris (1997) points out, marketing activities on the Internet can largely be regarded as practice without theory. This paper will attempt to propose some practical solutions for Internet based research. It represents the view of the commercial research buyer/ user, and has both a South African and global focus.

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