This paper, from Randall Brandt and Michael House of US market research firm Maritz, considers the development of social media and asks whether the ratings and comments on these sites could ever replace traditional surveys as a research tool.
Website versus traditional survey comments: Do they tell the same story?
Randall Brandt and Michael HouseMaritz, USA
Like it or not, social media are pervasive and companies simply cannot ignore them. Today, a plethora of general and industry-specific...