Market research on the internet - threat or opportunity?

Jonathan Dodd - Market Research Society of New Zealand, 1997 conference

The paper begins with a brief background to the Internet, tracking its recent rise in popularity, as well as providing some international data on its usage by market researchers.

Four main areas of Internet use amongst market researchers are identified and discussed.  The first three (data transmissions, self-promoting websites, and desk-research) are covered briefly, leading on to the fourth, most threatening/opportunistic area, that of using the Internet for fieldwork.  The aspect is discussed in some detail, with the Internet fieldwork being conducted overseas described with some examples.  The advantages and disadvantages of Internet fieldwork are discussed, followed by an examination of the implications for market research in New Zealand, and the paper concludes with a look to the future and the responsibilities which must be accepted by bodies such as the MRS, AMRO, and even the new IQS, in ensuring that the cheap entry costs and glowing attractiveness of Internet fieldwork do not result in shoddy, ‘cowboy’ research which will be detrimental to all in the industry.

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