Is it the nation that speaks or are we listening to geeks?

Chris Stevens, Dale Smith and David Walker

Internet research affords the possibility of conducting real-time research at lower costs. This can be used to develop insights and test hypotheses.

Is It the Nation that Speaks or are We Listening to Geeks?

David Walker Marketing Science Centre, Research International, United Kingdom

Dale Smith Millward Brown, United Kingdom

Chris Stevens European Operations and Global Analytics, Lightspeed Research Ltd., United Kingdom

INTRODUCTION

“We know how it works in practice. The challenge is to make it work in theory”. Ronald Reagan1

Something is obviously right with online research. The market for 2004 is estimated to be worth around $1 billion, continuing a rapid growth trend. One of the key drivers for this growth has been the ability to...

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