Viable online research in a country with low internet penetration: the case of Greece

Katerina Sergi and Hellas Saltavarea
The Hellenic Research House, Greece

INTRODUCTION

Internet marketing research today is characterized by speed, efficiency, flexibility, transparency, and implementation. These are considered to be the business tools of many research professionals. The speed of internet produces results in a blink of the eye and has literally created a whole new connection in the marketing world between consumers, analysts, business specialists and end-clients. Internet's efficiency has led to realization of projects that vary in quantity, or complexity. The flexibility of the internet transcends time, locale, and physical boundaries. Transparency in the internet era has opened the possibilities for work that is accessed by everybody at any stage and any time. Finally, implementation has provided opportunities for business applications.