Abstract:

Online marketing research is the process by which companies use the Internet to obtain data in order to analyze and evaluate the consumer buying behavior. The information provided by a marketing research conducted online identifies popular trends that can help a company in creating a strategy and will get better results. If it is used correctly, online marketing research can become an effective tool, implicit a company can use it to have higher revenues. The purpose of this paper is to highlight the importance of marketing research on online consumers and the evaluative standards. It has been conducted a content analysis of specialized scientific papers. The paper describes the newest trends of marketing research, extracts and gives examples from those new research methods (online communities, big data analytics and social media analytics) and finds the key points of the methodological difficulties.