Comparing apples and peaches and pears. Throwing together a bunch of results will not lead to integrated and actionable data
Jrgen Bluhm,IMMR GmbH, Germany
INTRODUCTION
Market research today tends to be more and more concerned with collecting and storing a lot of data, no matter who is asking for it. Modern technology allows fast, efficient and easy access to any data you like, using CATI, pen computers, the Internet and what have you not.
This information overflow can only be structured meaningfully if one adheres rigidly to marketing principles with the necessary flexibility in the research approach. We should...