Final answer:
Online marketing research refers to the method of collecting primary data online using surveys, focus groups, experiments, and tracking online behavior. It is part of field research which occurs in the subject's natural setting, and it's key for understanding consumer behavior and informing marketing strategies.
Step-by-step explanation:
What is Online Marketing Research?
Online marketing research is the collection of primary data online through various methods. These methods include Internet surveys, online focus groups, web-based experiments, and tracking consumers' online behavior. Such research is a subset of field research, which is the gathering of primary data outside of a controlled environment. This can occur through various channels, such as in person, by phone, or through electronic means. Field research enables the collection of raw data in the subject's natural environment, which is quite relevant for understanding consumer behaviors and opinions.
Surveys, an essential tool for many researchers, involve a structured set of questions directed to respondents to gather information about their behaviors and opinions. This technique allows researchers to accrue data on attitudes, beliefs, or habits of segments of the population, making it invaluable for marketers seeking to understand and influence consumer choices. Not only does online marketing research provide valuable insights for decision-making, but the data collected is also pivotal for forming marketing strategies and understanding market trends.