Abstract:

In recent years, since the advent of the Internet and Web-based communication, business operators have come face to face with a series of entirely new needs for knowledge. One such need is topical in the extreme: it concerns the design and evaluation of web sites. Market researchers are therefore confronted with a new challenge: to develop and fine-tune research techniques to assess web sites capacity to effectively perform their many functions, from communication of corporate image to e-commerce. Eurisko has developed original tools for data collection and analysis. This paper presents these methodologies by exploring them from a theoretical standpoint; examining some interesting results obtained; and highlights possible solutions to develop and test for the future.