Moving Marketing Research Activities to the Internet: A Decision Framework for Determining Value

Karl Irons

This paper provides a framework for evaluating the usefulness of converting existing marketing research approaches to Internet based approaches.

The Value vs. the Cost of Online Market Research

Moving Marketing Research Activities to the Internet   A Decision Framework for Determining Value

Karl Irons The NPD Group, United States

BACKGROUND

Like the comic, Rodney Dangerfield, marketing research gets no respect. There are a number of reasons why this is the case. They all fall into the classification of: not enough value for the cost. Still, worldwide spending on marketing research is reported to be in excess of $11 billion. In reality, when all of the associated softer costs are added in the real number is several times greater....

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