Mixed mode: the only ‘fitness’ regime?

The main technologies currently used bymarket research arethe telephone and, increasingly, the web. The growth of the latter and the continuing use of the former are both based on the assumption that they have high coverage and thus adequate representation of survey universes.

Mixed mode: the only 'fitness' regime?

Bill BlythTNS plc

INTRODUCTION

Market Research has always been an international industry, particularly in the UK where this expertise was one of the major reasons for the commercial success of the supply side of the...

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