Getting X-efficiency in marketing research

Martin Oxley

This paper outlines the concept of X-efficiency and how it applies to marketing research. It then explores one deceptively simple data collection method that exhibits X-efficiency by utilising the Internet in an innovative way.

from 'Weak Signals' to successful product development

Using advanced research technology for consumer driven innovation

Martin Oxley NFO Europe Interactive Toby Potter  Informative

Introduction

According to Davenport and Beck (2001) we are now living in the attention economy:

'The scarcest resource for today's business leaders is no longer just land, capital, or human labour, and it certainly isn't information. Attention is what's in short supply.'

Against this backdrop the development of new product ...

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