ABSTRACT
This chapter, which presents the methodology we used for our empirical research into information asymmetry in online advertising, is based on the analysis and theoretical framework formulated so far. It sets forth the research model, including the aims, hypotheses, and organization of the research, whose main objective is to empirically assess the forms, extent, and nature of the manipulation of e-consumer behaviour through information asymmetry in online advertising. The empirical research was conducted in the form of a questionnaire distributed to two research groups: firms and e-consumers. The experienced tele-researchers at the PMR research and consulting firm devoted approximately 20 minutes to each interview. Where necessary, they drew attention to aspects of the questions and explained their content. The final versions of the research tools were prepared following necessary modifications based on the information returned in the pilot studies.
