Conducting market research using the Internet: the case of Xenon Laboratories

doi:10.1108/08858620410531315

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Journal of Business & Industrial Marketing

ISSN: 0885-8624

Online from: 1986

Subject Area: Marketing

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Conducting market research using the Internet: the case of Xenon Laboratories

Document Information:
Title:	Conducting market research using the Internet: the case of Xenon Laboratories
Author(s):	Andy Lockett, (The University of Nottingham Business School, Nottingham, UK), Ian Blackman, (The University of Nottingham Business School, Nottingham, UK)
Citation:	Andy Lockett, Ian Blackman, (2004) "Conducting market research using the Internet: the case of Xenon Laboratories", Journal of Business & Industrial Marketing, Vol. 19 Iss: 3, pp.178 - 187
Keywords:	Credit cards, Expenses, Financial services, International accounting, Internet, Market research
Article type:	Case study
DOI:	10.1108/08858620410531315 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Abstract:	The way market research is conducted has changed dramatically over the past 30 years, as a result of both the development of the prevailing view of best practice and the state of technology available to researchers. While it is clear that the World Wide Web (WWW) will increasingly be used as a medium for conducting market research, the full implications of this new channel are not yet fully understood. This paper examines the potential for an Internet-based financial services firm (Xenon Laboratories) to analyse conduct market research using the WWW. The case demonstrates that, by employing a novel approach to market research, Xenon Laboratories is in a unique position to understand the charging structures in its market, the market for international payments using credit or charge cards. In doing so, the paper highlights the opportunity to unobtrusively gather market information from an international group of customers by providing Internet-based value-added services.