A hybrid online and offline approach to market measurement studies

Mike Cooke, Nick Watkins and Corrine Moy

This paper presents a case study of how GfK NOP is moving one of the UK’s major market measurement studies online.

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...

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