Online fights back! – Combating communication fatigue with innovation
Richard ThorntonCiao Market Research GmbH, United Kingdom
Tony HuflettFat Planet, United Kingdom
INTRODUCTION
As online market research is still a relatively young data collection method, many questions remain as to how to improve and optimize its use. There is a realistic danger that the long-term issue of falling response rates observed for other data collection methods will increasingly apply to online. The trend has already been set with the decline in response rates when researching via face-to-face or telephone methods. Arguably this has been aided by legislation here in...