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Abstract:
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Marketing Research is a mode through which an organisation tries to reach out to its customers, tries to know more about them and give them the products or services that they desire. Choosing the right type of marketing research strategy is very important for the
marketeers. In recent years, marketing research techniques have undergone a sea change due to the advent of new technologies, and the internet. Hence, there is a need to study these techniques so as to
find out the opportunities available for the marketers. The aim of the study was to try and compile the various techniques
and their applications, which the internet has enabled and their implications in the field of marketing research. The study also
endeavoured to demonstrate one of the web enabled market research nzetlzods, namely Web Survey. One of the key tools for conducting any kind of market research is questionnaire survey. The web survey
seems to be a very good upgradation in the usage of the internet for market research. To demonstrate the eflectiveness and the feasibility of web-based survey, a web survey was run live during the study. By conducting the web survey it was established that the internet has made marketing research, from being a slow, time consuming, and an expensive exercise to a fast, easy, and cost effective task |