Instant Innovation: From Zero to Full Speed in Fifteen Years—How Online Offerings Have Reshaped Marketing Research
Colin Campbell
Monash University
Michael Parent and Kirk Plangger
Simon Fraser University
Insights from
Gian M. Fulgoni
comScore, Inc.
INTRODUCTIONAlthough many facets of marketing research have changed over the last 50 years, it is remarkable that the field, in many ways, has remained unchanged. While music has shifted from radio and vinyl records to iPods and MP3s, the underlying activity—listening to music—remains omnipresent. Television viewing, theoretically doomed by the Internet and digital video recorders, actually is on the rise thanks to...