Online market research - for iPod/iPhone

How has the arrival of the internet changed the nature of marketing research? Can doing market research with online participants be as effective as with real people?
Every company knows good market research is a key factor in getting an advantage over their competitors, knowing specific information about target demographics can be essential for a company’s success. In recent years the internet has revolutionised the way in which modern companies collect and gather data but can these contemporary methods be relied on to provide honest, accurate information about consumer tastes. This audio album addresses the internet’s arrival in this field and specifically its impact on market research.

This material forms part of the Open University course BB844