Viewpoint
Adam Phillips Real Research
MAINTAINING RESEARCH STANDARDS
We work in an industry in which the impact of technology has been tremendous. Observation is increasingly replacing direct questioning as the main form of data collection and access panels are replacing ad hoc samples as the main source of respondents.
Nevertheless, in spite of the changes caused by new technology, our industry is a mature one. The practical problems of executing market and social research today would be familiar to someone working in the 1950s: getting access to universe data, drawing...