Improving Honeywell's Market Research
Combining online surveys, traditional interviewing techniques and Web-based reporting
Karl G Feldhumanvoice Inc. andWilliam StoneWKS: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...