Mixed mode: the only ‘fitness’ regime?

Bill Blyth

The main technologies currently used bymarket research arethe telephone and, increasingly, the web. The growth of the latter and the continuing use of the former are both based on the assumption that they have high coverage and thus adequate representation of survey universes.

Mixed mode: the only 'fitness' regime?

Bill BlythTNS plc

INTRODUCTION

Market Research has always been an international industry, particularly in the UK where this expertise was one of the major reasons for the commercial success of the supply side of the industry. Globalisation has further accelerated growth in international research. In particular the number and scale of truly multi-country research surveys, that is surveys conducted to the same specification in many countries simultaneously or as part of a rolling programme, has grown substantially.

Traditionally the received wisdom was that such surveys should be conducted using the same design and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands