Pomiar działań marketingowych w Internecie - przegląd metod i problemów

Abstract

Internet seems to be a perfect mass medium as it allows to measure itself without a need of using any other media. The very fast development of the medium makes it impossible to measure the usage and users as easly as it was done in the very beginnings of the World Wide Web. The paper discusses four main areas of research concerning marketing activity over the Internet and major errors and problems that can occur while the research is conducted. Some basic suggestions for corrections are also presented.