Research Paper on:
Literature Review of Internet Survey Research

Unformatted Sample Text from the Research Paper:
vast, indeed, given the still unknown legal ramifications of such; however, one that stands out as quite important is that of copyright concern. According to Lans Retsky (2000), the  very essence of copyright is to protect "original works of authorship in any tangible medium" (p. PG). Does this definition apply to marketing research firms and the manner by  which they do business on the Internet? Clearly, Lans Retsky (2000) notes that copyright infringement is not to be taken lightly, inasmuch as the nature of copyright laws seek  to protect those who rightfully own original works. However, to what extent do such laws address the association with marketing research firms and, therefore, render them exempt from following  the statute? "Once copyright rights have been established, the law prohibits unauthorized copying of the protected materials. While a work must be sufficiently original in order to receive  copyright protection -- and the courts interpret what is meant by sufficiently original - the level of originality necessary usually is fairly low" (Lans Retsky, 2000, p. PG). Nowhere  is this more evident than upon the Internet. Critics readily argue that survey research is not what it used to be and market  research upon the Internet "is not business as usual" (Kogan et al, 2000, p. 32). With the advent of Internet access that reaches far beyond the limited scope of  brick-and-mortar stores, marketing research firms are readily able to reach across the globe in order to reach target audiences. According to Gayle Fuguitt, vice president of consumer insights at  General Mills, using the Internet "can cut research costs by as much as half and get results to a company 70% faster, cutting 20% from the time it takes to