Moving tracking studies on-line: experiences gained when using fully automated procedures

For some time, market research companies have been focusing on collecting data and presenting it, instead of analysing the data so that clients can benefit from it.

Moving tracking studies on-line: experiences gained when using full automated procedures

Fredrik Nauckhoff and Bo MattssonCint, Sweden

Fredrik ÖstgrenNepa, Sweden

INTRODUCTION

Starting in 2005 Nepa began to look for other ways to perform their until then 100% telephone based tracking studies. There were a fairly large number of interviews, around 250,000 per year, carried out in nine European countries.

Costs had started to climb and there were quality aspects as well, especially when it came to finding and interviewing young adults.

For quite some time, market research companies have been focusing on collecting data and presenting...

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