The benefits of conducting marketing research on the web: speed, ability to target hard-to-reach populations, ability to target customers with money, opportunity to use multimedia to present video and audio, no interviewers. Listening to customers through research: using marketing research to understand customer expectations, elements in an effective service marketing research program, analyzing and interpreting marketing research findings, model services marketing research programs, using marketing research information, upward communications. Stages in the research process: define problem most important step looking at symptoms is not the same as defining the problem itself. Includes both expectations and perceptions of customers: you need to figure out the differences and associations and then investigate why, balances the cost of the research and the value of the information [research is expensive] Includes statistical validity when necessary: the cut off point for statistical decisions for research is : 0. 05 or below.