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Undercover on the World Wide Web

Date of publication: March 19, 2006

Catalogue: Asia Pacific 2006

Company: Nielsen

Authors: Anjali Puri, Ruchika Gupta, N. S. Muthukumaran

Abstract:

The potential of the web as the object of study has remained underexploited in market research. As a rich source of data on people's lives, interactions and opinions, the web offers tremendous possibilities in the years to come.This presentation illustrates the promise of this method through two 'webnographic' case studies: one among youth, examining the interests, attitudes and needs of this segment as expressed in online forums; and the second focused on feedback on a range of models launched by Nokia.

Anjali Puri

Author

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Ruchika Gupta

Author

This is a long description of some author details.

N. S. Muthukumaran

Author

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Puri, Gupta and Muthukumaran (2006a, March 19). Undercover on the World Wide Web. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/windows-on-the-world