Marketing Research for Managers, 3rd Edition

14	Using research in online markets

14.1	Introduction
14.2	Getting started
14.3	Marketing research begins at home
14.4	‘Off-the-peg’ research
14.5	‘Made-to-measure’ research
14.6	How are the data collected?
14.7	Who provides the information?
14.8	How are the questions asked?
14.9	Who asks the questions?
14.10	What happens to the answers?
14.11	How do you buy good research?
14.12	Using research in online markets
14.13	Summary

14.1 Introduction

The growth of online business over the past decade has been phenomenal. The World Wide Web was developed by Tim Berners Lee as the graphical interface for the Internet. The first commercial website was developed in 1994. Since then the number of sites has multiplied ...