Your assignment is to prepare and submit a paper on effect of the advent of the world wide web, the internet on business. E-business is defined as “the conduct of business transactions and activities using in large part electronic means and typically involving use of the Internet and the world-wide-web” (Clegg, Icasati-Johanson & Bennett, 2002, p. 245).
As more and more people get access to the Internet and World Wide Web on a global scale, more and more businesses naturally evolve from their former brick-and-mortar way of functioning to e-businesses. A dominant part of the global customer base is fast turning into people who do not physically visit stores to make their purchases but do so from the comforts of their homes, Internet kiosks or cafes or even offices through the Internet. Even if they do physically visit the stores, they first make their buying decisions on the basis of the information they glean from the relevant web sites that they browse on the Internet.
It is in the context of this vastly changed business scenario and the radically altered methods and means of buying and selling that the approach to market research needs to be reanalyzed and rethought of. The conventional way of conducting market research based on a physical survey of customers and businesses can neither be justified nor effective in the digital age. Online marketing intelligence and strategic planning have to rely on online data or Internet data – the data that ICT applications can gather from the footprints of potential customers as they browse through multitudes of web sites and pages in search of the products and the product information that they require.
Mullarkey (2004, pp. 42 – 58) reviews the data types on the World Wide Web for conducting audience analysis and making strategic plans for any business concern. The paper attempts to identify the appropriate web data type to use in different marketing research analysis. An overview of the paper reveals that Mullarkey approaches data relevancy from different angles. .