Cyberbranding: Brand Building in the Digital Economy

Chapter 12. Online Research—Leave It Up to the Technology Experts

Objective: Brands are making the cyber transition by utilizing fast and accurate online research. As this occurs, it is important to realize that there are varying degrees of control of the online services available. From the simplest survey to more sophisticated techniques like online focus panel discussions and competitive analyses, the Internet is becoming an effective medium to facilitate the research process. Cyberbranders must determine when to move away from the “homegrown” research techniques (the do-it-yourself methods resulting from low budgets and plain, old traditional habit) and embrace the methodologies of the new economy. This chapter highlights the different types ...