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marketing research

 can be used to help determine the influence of the website and 

related communications on customer perception of the company and its products and ser-

vices. The options for conducting survey research include interviews, questionnaires, focus 

groups and mystery shoppers. Each of these techniques can be conducted offline or online. 

The advantages and disadvantages of the different approaches are shown in Table 12.7.

 Internet‑  based 

market research

The use of online 

questionnaires and 

focus groups to assess 

customer perceptions 

of a website or broader 

marketing issues.

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Part 3  Implementation

Sources  of   under‑  counting