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Cybermarketing, 2nd Edition by Upkar Pardesi, Matthew Bickerton, Pauline Bickerton

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Chapter 3

Researching your markets on the Internet

During the 1990s the Internet has become a principal medium for market research. As marketing research involves gathering information from many different sources, the Internet has become a very powerful medium for companies to scan published data from around the world quickly. It also enables them to gain feedback directly and instantaneously from target groups of customers. This enables people like you to understand individual customer needs more cheaply and effectively than ever before.

All major suppliers of marketing data are online, selling their services directly through the Internet using online credit taking facilities. The advantage for the marketer is that this data can then be fed ...

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