Internet Market Research Audit

By Christopher West
Financial Times / Pearson Education
October 1999
ISBN: 0-273-64936-1
141 Pages, Illustrated
$110.00 paper original


The Internet can provide your company with a highly effective and low cost mechanism for collecting information on any topic and from anywhere in the world. Yet many companies are still not making full use of the Internet for market research purposes.

This audit shows you how the Internet can make a major contribution to your business's development. It highlights the key applications for the Internet in market intelligence gathering, examining how to:
use the Internet as a research tool
define the role for Internet research and how to set a budget
verify the information obtained
design and manage an Internet survey
analyse and validate survey findings and present the results

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