Notice: the WebSM website has not been updated since the beginning of 2018.

Web Survey Bibliography

Title The Internet: Marketing Researcher's Panacea or Pandora's Box?
Source The Marketing Review, 4, 1, pp. 27-46
Year 2004
Access date 21.07.2004

The emergence of the internet as a viable means of acquiring information has resulted in a plethora of studies examining the effectiveness and efficiency of the technology as a marketing research tool. However, the majority of research pertaining to examine the efficacy of the medium as a means to acquire marketing information has ignored the more substantive issues of information quality. This empirical study identifies whether the relative theoretical advantages and disadvantages of the internet, so frequently discussed in the literature, are actually experienced by professional market researchers. Based on an internet survey of UK market research practitioners, we argue that rather than representing a revolutionary research technology, the internet is a complementary research tool, the efficacy of which is contingent on the research objective.

Access/Direct link

Ingenta Select (full text)

Year of publication2004
Bibliographic typeJournal article

Web survey bibliography (4086)