The importance of the Internet as a mass media is already a reality. Therefore, if we interpret the development of a marketing research as a communication process, we realize that the Internet could achieve potencial benefits to market researchers. The following study aims to identificate the most important features of the Internet, analised by different focus: starting from secundary data, the most relevant advantages and disadvantages of online marketing research are described, focused on interviewer's perceptions. Then, as a second step, starting from primary data, the interviewee's perceptions are analised. As result, three main factors are considered the determinants of interviewee's perceptions: the subjetive preference,
72• RAM -REVISTA DE ADMINISTRAÇÃO MACKENZIE •
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.