Internet Cafes: The Next Revolution in Market Research?
Mike Cooke, Joe Michael NOP New Media and Rob Proctor Internet Exchange
'Access' will be one of the most important words in market research in the next five years. A major challenge facing the research community in the future will be how to reach our basic raw material, the individual respondent.
There is now a wealth of empirical research, which catalogues the magnitude of the challenge we face. The MRS's Research Development Foundation Study into nonresponse experienced a 22% refusal rate and found that an additional...