ABSTRACT
Exciting developments in interactive Internet technologies are transforming the way
marketers and consumers speak to one another. The Web as a research medium has the
potential to revolutionize consumer research for academic and industry researchers. The
purpose of this chapter is to outline how the World Wide Web is fundamentally changing
how researchers and respondents interact and to describe several Web-based technologies for
data collection and presentation of research findings/data online. Although our approach
emphasizes the use of rich visual materials, the Web also is increasingly well suited to the use
of other media content. One of the primary advantages of online research methods is that
they permit research participants to provide rapid-response feedback to research stimuli.
