Reality check in the digital age: The relationship between what we ask and what people actually do
Alice LouwTNS Asia Pacific, SingaporeJan HofmeyrTNS, South Africa
Introduction
The recession has brought marketing research spending into sharp relief. Businesses worldwide are increasingly less willing to pay for data of questionable quality that may have no return on investment. At the same time, new technologies are making it possible to collect tactical information through short surveys with fast turnaround times that do aid in decision making.
This paper is about truth in traditional surveys. We improve survey fitness and validity...