Advertising Research In The 21st Century
A new method for the Internet age
E. Ann Hollier Senior Vice President for Research, DiscoverWhy, Inc., United States. andKristen C. Remington Manager of Marketing Information, Terra Lycos, S.A., United States.
INTRODUCTION
As the Internet comes of age, we are experiencing a research paradigm shift bigger than any that has occurred in nearly half a century. In the 1950s Gallup abandoned door-to-door interviews in favor of telephone polling, thus ushering in the era of modern-day market research. Now, we are witnessing a mass migration of market research from the telephone...