When should we ask, when should we measure?: Comparing information from passive and active data collection

This paper compares passive online data collection with using questionnaires to conduct consumer research and provides recommendations for how these methods can complement each other.

When should we ask, when should we measure?: Comparing information from passive and active data collection

Melanie Revilla, Carlos Ochoa, Roos Voorend and Germán Loewe

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Introduction

Different sources of data

Questionnaires have been a fundamental tool for market research for decades. With the arrival of internet, the questionnaire, a tool invented more than 100 years ago, was simply adapted to online data collection. The arrival of online panels in the 2000s meant an important boost for online questionnaires, and as a consequence, the tipping point for their online migration.

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