Conference notes - Making technology decisions in combining attitudinal and behavioural data

Tim Macer

In this paper, Tim Macer provides his perspective on applying market research within an ever evolving context of other data sources.

Conference notes – Making technology decisions in combining attitudinal and behavioural data

Tim MacerUniversity of Southampton

The benefits of connecting attitudinal data and behavioural data are considerable. The abundance of electronic data that capture every aspect of a customer's interaction with a retailer or provider both precisely and objectively is rendering the survey largely obsolete as a means of collecting observational data (Savage & Burrows 2008). While the resulting ocean of data in an enterprise customer relationship management (CRM) system can tell you what is happening to an extent no survey could, the enduring strength of the survey is...

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