How do you like your data: raw, al dente, or stewed?
Tim Bowles IRI InfoScan andBill BlythTaylor Nelson AGB
Foreword
INTRODUCTION
Among a certain group of market researchers it is now taken as self-evident that market research is part of the wider information business. In the past, however, suppliers of market research have been primarily concerned with data, not information. As Eileen Cole pointed out in a recent article in Advertising Age, Companies holding large databases and supplying secondary data reports, for example, often are not considered part of the research...