A hybrid online and offline approach to market measurement studies
Mike Cooke, Nick Watkins and Corrine MoyGfK NOP
BACKGROUND
The Financial Research Survey (FRS) has been the definitive study for measuring the retail financial services market in Great Britain for more than 20 years. It is very much the 'industry currency', with data delivered monthly to around 300 users. It interviews a nationally representative sample of over 60,000 British consumers every year using a high-quality face-to-face sampling methodology. Although the average interview length is around 30 minutes, a significant minority are in excess of one...