Unlocking the real potential of web-based market research
Brendan Light and Martin Oxley
If one examines the evolution of market research (MR), it is apparent that there have been significant improvements in most areas. With every progression in the predominant data-collection method, the MR Industry has expected – and received – more than simple gains in time and cost efficiency; significant advances have been made in the depth and breadth of insight generated. But, in the age of the internet, it seems that the same demands have not been placed on web-based MR. Despite having the most powerful...