On-line market research

This article Focuses upon innovation and issues in on-line market research. On-line research, on-line consumer behavior, and e-commerce are new areas of academic study in marketing. Most of the early work in these areas was d one by practitioners, as illustrated by research reports and case, studies presented at professional conferences. The present article reviews technolo gies and methods of on-line research and points to various methodological a nd ethical issues. On-line research is evaluated From two perspectives: ort hodox thinking about the! validity of research, and out-of-the-box thinking about how on-line research can increase the impact of market research and develop the core competitive capabilities of firms. Further academic resear ch and learning From the data of on-line research and electronic commerce a re encouraged.