Abstract
Online marketing research approach is the most recent methodological approach to marketing research that has not been sufficiently explored yet. Despite numerous shortcomings attributed to online research method, its use is growing rapidly, especially in the developed countries. For conducting quality online marketing research, we need to maximize the opportunities and minimize restrictions of the method. It is therefore essential that the advantages and disadvantages are understood well and that potential solutions to the problems that arise in this type of research, are found. The aim of this paper is to show the advantages and disadvantages of online research based on the existing literature and to give potential solutions to problems. By comparing traditional and online marketing research methods we conclude that online research is in some areas better and in some worse than traditional research and the success of the research largely depends on: how familiar a researcher is with the advantages and disadvantages of a particular method of data collection, on the very nature of the problem and on how experimental design is defined.
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