Facing the future: Webcams as a survey tool in China
Alastair GordonGordon & McCallum, New ZealandEric GuSSI, ChinaTim LlewellynnViso, Switzerland
INTRODUCTION
Cultural response to scales, and issues of collecting accurate emotional response from consumers in China and other growth markets, have become of increasing concern as such markets expand in importance to global marketers. Apparent difficulties in cost-effectively collecting accurate emotional feedback in surveys impact the perceived viability of online research, and are central to the future of our industry. In this paper we argue that new technologies are increasingly coming on stream, allowing assessment...