Efficiency vs. Effectiveness In Online Research
Carsten Stig Poulsen Professor, The MAPP Centre, Aarhus School of Business, and Founder, Partner and Chairman of the Board, Jysk Analyseinstitut A/S, Denmark.
INTRODUCTION
Ever since their introduction into market research in the early 1970s, computers have promised to revolutionise the discipline. Admittedly, information technology has had a profound impact on the way market research is performed in terms of data available, speed of processing, and sophistication of analysis.
Having said that, however, it is also a fact that progress has been evolutionary rather than revolutionary. The research world is still awaiting the...