The concept of the e-Portal as a  specialized tool for conducting marketing experimental research on the Internet

 

Artur Modliński

Faculty of International and Political Studies, University in Lodz

Narutowicza Street 59, 90-131 Łódź, Poland

E-mail address: modlinski@uni.lodz.pl

 

ABSTRACT

The objective of the article is to present the specialized tool –the  e-Portal which
is designed to improve the experimental research process on the Internet. The objects
of studies are barriers which are faced by the research entities in the internet environment and efforts to restrain them by creating  a universal research platform based on the gratification of participants. By introducing the possibility of interactions between investigators and research participants and by agreeing to reduce the risk of hoax, it is possible to reduce the reluctance of Internet users to take part in  research, to extend the acceptable period of research duration and to increase the proportionality and veracity of a target sample.

 

Keywords: marketing research, experimental research, social media, interactive research tools, innovations in marketing research.

 

 

DOI 10.15503/emeth2014-137-145

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