Getting Closer to In The Moment Insights Generation: Combining behavioural data and survey data collection

This paper studies research methods that combine behavioural data and survey data collection, in order to provide a better understanding of product markets.

Getting Closer to In The Moment Insights Generation: Combining behavioural data and survey data collection

Carlos Ochoa, Melanie Revilla, Daan Versteeg

Introduction

Researchers are looking for new ways to understand online consumer behavior. Indeed, understanding online consumer behavior is becoming increasingly complex for brands operating on the internet. In order to take the right decisions, these brands require research methods that are effective across markets and give them an accurate picture of the reality.

Surveys have been used widely for this purpose for many years. However, surveys have well-known limitations, in terms of non-coverage, non-response, and measurement errors (Groves, 1990)....

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