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The increasing use of Internet‐based qualitative and quantitative research is based on both “pull” and “push” factors. “Pull” factors include research clients’ demand for faster turnaround and low cost, while marketing research agencies’ naturally competitive endeavours represent the “push”. Attempts “to clear the e‐mist” regarding research on the Internet and examines the main types of Internet based research (qualitative and quantitative) as well as seven “sins” for Internet researchers – based on interviews with leading providers of Internet market research and IT specialists. Concludes that there is a need for both practitioners and academics to ensure their houses are kept in order and to respect the rights of respondents and clients and, just as importantly, be seen to be doing this and so keep possible interference by governments at bay.

This paper reviews the literature on unplanned purchasing and impulse purchasing in particular. Various definitions and explanations of the phenomena are examined. Because impulse purchasing may often be deemed socially undesirable, it is argued that a qualitative research approach is particularly appropriate in order to gain maximum insight. A study employing enabling techniques (including self scripts, laddering and pyramiding) demonstrated that interviewees were remarkably consistent in their descriptions of the impulse purchase experience. There were, however, variations of the behaviour which might form the basis of a classification scheme. Most studies have only focused on retail impulse buying. This study explored the subject across both retail and direct buying contexts.