This presentation will guide participants to effective, action-oriented, online market research by tackling questions such as:  How do Web-based surveys differ from phone, mail and in-person interviews?; Do we get better data from online research?; Can we apply knowledge of how our brain works to enrich the online research environment?; Should firms replace traditional research methods with online methods?; What are the greatest strengths and weaknesses of online research?; How can I use my company’s Web site to profile my customers and track their needs and wants?; How can my firm use cookies and hyperlinks for tracking and other online research?