Hossein S. Zadeh, Lecturer, School of Business Information Technology, RMIT University,
Level 8, 239 Bourke Street, Melbourne, 3000.
Email: Hossein.Zadeh@rmit.edu.au
Stewart Adam, Senior Lecturer, School of Marketing, RMIT University, Level 14, 239 Bourke Street, Melbourne, 3000. Email: stewart.adam@rmit.edu.au
Kenneth R Deans, Senior Lecturer, Department of Marketing, University of Otago, P.O. Box 56, Dunedin, New Zealand. Email: kdeans@commerce.otago.ac.nz
Online marketing research, WebQUAL Audit, PHP, Apache, Unix, Linux.
Many marketing research agencies in Australia and New Zealand and their clients are now turning to online marketing research and as a consequence are facing a number of issues. While the Internet (Net) and its graphical interface the World Wide Web (Web) are well accepted in the United States of America, there is a slower uptake for commercial purposes in Australia and New Zealand. It is in the context that business needs to undertake marketing research into the growing Web user base—both business and personal—using online methodologies that this paper is written. The paper examines methodological issues concerning electronic marketing research in consumer and business markets raised elsewhere, and provides a response to the issues involved. It is noted that online marketing research may take the form of experiments, focus groups, observational techniques and surveys using Internet technology. This paper concentrates on the latter methodology. A review of the business and technical literature is provided so as to more deeply examine both the issues and the suggested solutions provided by the technology. Future directions in online marketing research are also examined.
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