Conference Paper

Marketing research as a problem oriented research activity, directed towards collection, procession and data analysis necessary for managers in decision making process, uses a scientific method in effectuation of research procedure. The procedure comprises logical order of activities using several methods for data collection from different sources. Having in mind the changes influenced by the digital revolution, the on-line marketing research as a part of a complex process of marketing communication gets a new, modern and active role in the contemporary terms of companies' working from all over the world. Macedonian companies have a partial approach to marketing-research issues which has to be a base for stabile marketing decision backed up by exact and prompt information on the market and the environment. Recently changed conditions in Macedonia’s economy will urged the changes in the management process by use of marketing information’s in all spheres of the management process. In that direction, the on- line marketing research could be an opportunity for Macedonian companies to become competitive on the world market.