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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Traditional Research and the Cyberbrand

Research is classified as either primary or secondary. Primary research, for instance, comes directly from the audience whose behavior needs to be altered. Secondary research comes from a reliable source about the audience whose behavior is being studied. The reliable Internet research sources, mentioned daily in both broadcast and print news, are Jupiter Communications, Forrester Research, The Gartner Group, and Nielsen Net Ratings, to name a few. These companies are among the leaders in Internet information with in-depth studies and analysis. Jupiter Communications (www.jupitercommunications.com), for example, offers a comprehensive view of Internet commerce. The company provides expert analysis of broad ...

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