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.