A study published by Medefield found that 43% of quantitative pharmaceutical market research was conducted online last year, up from 37% in 2005 and 22% in 2004. For the first time, Internet-based research was the most popular, followed by face-to-face, phone, and other tactics such as direct mail. Reasons cited for using online research were the ability to reach large numbers of physician and consumer audiences segments both quickly and cost effectively.