The rapid growth of the internet has changed our lives in terms of both quality and quantity. As for the advantages of online research, it is quick, less expensive, and can help us access hard-to-reach groups. However, online research has some drawbacks, as there are no face to-face communications or body language, and the other side is not real people, so we don't know who they are. For market research, this might be developing a full understanding of the competitors in the space and their positioning. For product research, you might be trying to arrive at the best option for you to buy. The key is to make a comprehensive list of the research questions you want to answer and the individual items that interest you. This list will help inform where and how you do your research and ensure you don’t wind up with a bunch of information that doesn’t help or interest you.