www and international industrial marketing research.

Stefan Binner

This paper describes the impact of the internet on international industrial research. The author discusses the different aspects of the www such as new research objectives and methods and the suitability of these future tools for international industrial marketing research.

www And International Industrial Marketing Research

Where is the added value?

Stefan Binner Managing Director of bms GmbH, Germany.

INTRODUCTION

Since the internet became available for larger parts of the population, industries and the marketing research community, there are discussions and different expectations about the usage of the new technology in marketing research. As the world wide web (www) and the technical possibilities are growing with breathtaking speed, nobody has real doubts about the increasing usage of the www for marketing research in the future.

In a recently published article, Donn Struse (Marketing Research, Winter 1999/Summer 2000)...

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