Traditional Vs. Web

Business-to-business panel research in the internet age: The Bell Atlantic Case

James Heisler
Executive Vice President, Opinion Research International, United States.
and
Robert McKane
Manager, Bell Atlantic, United States.

BACKGROUND

Beyond question, the internet is gaining rapid acceptance as an increasingly popular tool for research. Nearly $100 million of internet-related research was conducted in 1999, a remarkable 230% increase over the previous year. The growth is expected to continue. Industry sources forecast that revenues are expected to more than double in 2000, totaling upwards of $250 million.

Pioneering clients which have taken early advantage of the technology perceive that internet-related research seemingly offers an attractive combination of attributes: results that are available quicker, cheaper and with similar or even improved levels of quality as those attained by traditional research methodologies.