When researching the penetration of broadband in a particular market, a few web searches will reveal plenty of sources that can be compared and verified. If a company wants to gauge the demographics of visitors to their website, an online survey may be offered to website visitors. Online reputation management (ORM) tools can simultaneously allow companies to track consumer sentiment expressed online.
In this chapter we will look at the methods used for conducting online research as well as the pitfalls that exist in this area. While there are some challenges to remain aware of, research firms are increasingly turning to the Internet for research.