Market research is a standardized process of collecting, analyzing and interpreting data, and the purpose of market research is to obtain information for easier decision-making in business management. Depending on the purpose of research there are three basic types of research: exploratory, descriptive and causal. This final paper emphasizes exploratory research as an initial research whose main purpose is to gain insight into the problem. It can be conducted in different ways, but one of the most dominant way is a survey questionnaire, in which precompiled questionnaires provide information on the characteristics of the statistical set in the form of answers to the questions asked in the questionnaire. Considering the importance of use of exploratory research, the aim of this final paper is to research and understand the way market research works and to conduct exploratory research on the example of consumer behavior in ecommerce. Based on the aim, in this final paper e-commerce, models of its implementation, factors which influence consumer behavior in e-commerce and consumer behavior during a coronavirus pandemic are described, all in order to understand the research better. The research was conducted through a questionnaire in which a comparison of consumer habits before and during a pandemic is crucial, to determine whether respondents shop online and whether the coronavirus pandemic really affected consumers.