Internet marketing research: The intereviewee's perceptions

Abstract

The importance of the Internet as a mass media is already a reality. Therefore, if we interpret the development of a marketing research as a communication process, we realize that the Internet could achieve potencial benefits to market researchers. The following study aims to identificate the most important features of the Internet, analised by different focus: starting from secundary data, the most relevant advantages and disadvantages of online marketing research are described, focused on interviewer's perceptions. Then, as a second step, starting from primary data, the interviewee's perceptions are analised. As result, three main factors are considered the determinants of interviewee's perceptions: the subjetive preference, the online interactive potencial and the perceived security on virtual transations. These factors allow us to create three different groups of individuals with similar perceptions. These groups are entitled as follows: the “skeptical and worried”, the “interviewees on call” and the “turned on by technology”.