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2016 | 57 | 522-531

Article title

Advantages and disadvantages of internet marketing research



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Internet surveys are available 24 hours a day, seven days a week. Companies can collect information quickly, and consumers can fill out information at their leisure. But even with this availability, there are certain inherent disadvantages of Internet marketing research. Companies sometimes discount online surveys as a primary source of data collection because of these disadvantages. Businesses may prefer to round out their Internet marketing research program with other methods that could include phone surveys, standard mail surveys and personal interviews. The aim of this article is to present the advantages and disadvantages of market research via the Internet. The material is a review of literature and is supported by the research experience of the author.






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  • Faculty of Management, University of Lodz, 22/26 Matejki Street, Lodz, Poland


  • [1] C. Kehoe, J. Pitkow, J. Rogers, GVU's Ninth WWW User Survey Report, July 1998.
  • [2] J. Ilieva, S. Baron, N. M Healey, On-line Surveys in International Marketing Research: Pros and Cons, Manchester Metropolitan University Business School Working Paper Series, WP01/10 July 2001, pp. 4-19.
  • [3] E. Hargittai, Second-Level Digital Divide: Differences in People's Online Skills, April 2002, http://firstmonday.org/ojs/index.php/fm/article/view/942/864
  • [4] http://media-work.pl/badania-marketingowe-w-sieci/#_ftn1
  • [5] O. Furrer. D. Sudharshan, Internet marketing research: opportunities and problems, Qualitative Market Research: An International Journal Volume 4, Number 3, 2001, pp. 123-129
  • [6] L. Pitts, P. Berthon, R.T. Watson, From surfer to buyer on the WWW: what marketing managers might want to know. Journal of General Management, 22(1) (1996) 1-13.
  • [7] http://www.learnmarketing.net/marketresearchandtheinternet.html, 20.08.2016.
  • [8] Ł. Borys, K. Presz, Ankiety internetowe w badaniach marketingowych. Marketing w Praktyce 2003, nr 7(65), s. 26-29.
  • [9] J. Grossnickle, O. Raskin, The Handbook of Online Marketing Research, McGraw-Hill, New York 2001, p. 127.

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