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Internet marketing research: opportunities and problems

Olivier Furrer (Olivier Furrer is Lecturer in Marketing at the University of Birmingham, The Birmingham Business School, Birmingham, UK.)
D. Sudharshan (D. Sudharshan is Professor of Business Administration, University of Illinois at Urbana‐Champaign, Champaign, Illinois, USA.)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 September 2001

Abstract

The Internet is promised a brilliant future among the favorite tools of marketing researchers. Develops a typology of Internet marketing surveys showing the existence of eight different designs that can be used by marketers. However, researchers who plan to develop research using the Internet need to be aware of several problems related to this new tool. In particular we show that the nature of the Internet creates different sampling problems. To identify these problems, a seven‐step procedure following the steps of the sampling process is proposed. Several practical problems are then discussed.

Keywords

Citation

Furrer, O. and Sudharshan, D. (2001), "Internet marketing research: opportunities and problems", Qualitative Market Research, Vol. 4 No. 3, pp. 123-129. https://doi.org/10.1108/13522750110393026

Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited