Market research has become a modern imperative for companies that want to succeed in domestic or foreign markets. To make accurate, market-acceptable and cost-effective decisions, it is necessary to fully understand the requirements of market and the customers to whom ideas are presented. Throughout history, many methods and approaches have been developed to facilitate this process, and with digitalization, it was to be expected that these methods would eventually have their online versions. The purpose of this paper is to demonstrate the importance of market research tools, with a particular emphasis on the online tools Google Forms and Alchemer, through theoretical and empirical indicators. The paper will provide a theoretical definition of the history, stages and methods of market research, the Heisenberg principle within the framework of market research and the distinction between the terms questionnaire and survey, which have become synonym nowadays. The entire process of proper design and final positioning of questions in the questionnaire will be presented, along with an overview of the competitive landscape of online market research tools. In addition to a general analysis of the advantages and disadvantages of online tools, special attention will be given to the features offered by Google Forms and Alchemer as the current leading tools in this field. In research section of paper, the results of a conducted survey will be presented with the aim to examine participants' opinions on the mentioned tools immediately after using them. It would help to compare them, understand assumptions about them, and successfully position them in the competitive landscape based on their characteristics.