The Use of Modern Online Techniques and Mechanisms in Market Research

Online market research tools have become popular because of the growth of Internet connections and technology improvements. Traditionally, researchers use telephone or facsimile machines to conduct surveys. However, a number of researchers use electronic mail (e-mail), discussion forum or a World Wide Web (WWW) site to collect data. Online survey may provide opportunities, for example, where specific or interesting groups of customers are involved and who return messages electronically (such as Skype or e-mail), researchers are able to collect messages and analyse data. Some researchers may use hypertext markup language (HTML) and JavaScript programs to develop survey forms and post to network servers and wait for participants to respond. The findings of this review may be used to develop a theoretical framework for further study.