Methods of Data Gathering from Primary Sources by Internet in Marketing Research

Abstract

All methods of data collection from the primary sources in the marketing research can be devided into survey methods (direct and indirect), non-survey methods, and experiments. Internet is used in each of these groups of methods – more or less broadly – as a way of access to the pri-mary sources of information. The dominant primary sources are personal ones. Internet is hardly used with respect to material sources. For the most part it may be applied with the indirect survey methods. The main methods involving the use of internet are as follows: the internet survey, inter-net interview, panel methods, group internet intetview, and the etnographic internet research. The group of indirect survey methods has been enriched with text-based telephone survey method during the last several years. It is possible to place the questionnaire on the monitor of mobile phones which is usually connected with internet. Internet is also more and more often used in delphi method in order to quicker and cheaper communication with groups of experts. These ad-vantages has been contributed to more intensive using of internet in panel research. This method facilitates the bearing of large and stable groups of respondents, mainly in the households. The level of internet usage in diffrent versions of heuristic methods is still rising. The groups of partic-ipants taking part in this method