Quality Through Technology Real Information in Real Time
Jon HulbertBMRB International, United Kingdom
INTRODUCTION
In common with most areas of business and leisure, we in market research have experienced great gains through technology. We have more information, more quickly than ever before. Now we can rely less on interpretation and surmise, and more on hard data.
Data collection through computers in the field has been widely documented. Its knock-on effects on the way we work and what we can deliver to the client have been the subject of many papers. Their main thrust generally covers two broad categories:...