Getting Closer to In The Moment Insights Generation: Combining behavioural data and survey data collection
Introduction
Researchers are looking for new ways to understand online consumer behavior. Indeed, understanding online consumer behavior is becoming increasingly complex for brands operating on the internet. In order to take the right decisions, these brands require research methods that are effective across markets and give them an accurate picture of the reality.
Surveys have been used widely for this purpose for many years. However, surveys have well-known limitations, in terms of non-coverage, non-response, and measurement errors (Groves, 1990)....