Improving Honeywell's Market Research

Combining online surveys, traditional interviewing techniques and Web-based reporting

Karl G Feld
humanvoice Inc.
and
William Stone
WKS:CSM Consulting Inc.


INTRODUCTION

Now that a broad cross-section of market researchers and end-users have had a chance to experience the effects of poorly and well-executed online data collection, we have all come to understand the shortcomings and benefits of the mode for quantitative research. Online research, just like any other mode, has shortcomings. It also has tremendous advantages. Researchers who carefully fit and blend modes of data collection to the research project at hand can garner significantly improved data collection and reporting processes over the Computer Assisted Telephone Interviewing CATI or self-administered methods of the past. These improvements in turn increase research influence in the management process as well as return on the market research investment (ROI).