This paper describes a web-based data collection technique called Life/Style OnLine© that is suitable for a broad variety of consumer research applications. Unlike the majority of online research techniques now in use, respondents provide rapid-response feedback to stimuli presented primarily on the visual rather than the verbal channel. Following a brief review of current web-based research methods, we provide some details regarding the Life/Style OnLine© methodology, describe some alternative applications of its core functionalities, and explore the ramifications of this and similar web-based technologies for consumer research and marketing practice.
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Englis et al. (2000) studied this question.
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