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Table of Contents
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19

Chapter 18:
Environmental Scanning and Market Research

The web can be used to perform marketing research on any physical product or service, or on the web site itself. You can create chat based focus groups where a geographically dispersed group provides feedback on a new product concept or a pre-existing product or service. You can also use forms to create an online questionnaire. It should be noted that achieving a random or representative sample online is very difficult. Companies such as CustomerSat.com specialize in Internet survey methods.

Additional Information

Nielsen, Jakob (1994), "Usability Laboratories: A 1994 Survey."

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